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The law on marketing and advertising has undergone profound changes based on the EU directives on unfair commercial practices and misleading and comparative advertising. The legislation partially requires full harmonization and it contains a comprehensive blacklist of prohibited practices. However, in other areas only minimum harmonization is required. A comprehensive case law from the EUCJ has emerged, but still many issues remain open, unclear, and debated. The EU Commission has an active interest in the field and has published numerous reports on the question. In addition, it has developed...