Derecho comunitario europeo sobre la publicidad y su transposición al derecho español
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Universidad de Medellín
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La publicidad comercial es la principal herramienta de marketing debienes y servicios con que cuentan los empresarios en el mercado,por el fácil acceso al destinatario y su capacidad para influenciarsu decisión de compra. Las normas sobre publicidad colindandirectamente con las disposiciones sobre competencia desleal.Por tal razón, la Unión Europea, consciente de su importanciapara el desarrollo del mercado interior, ha estructurado unconjunto de normas que regulan la publicidad comercial, y quebuscan erradicar los anuncios que conlleven actos desleales quealteren irregularmente el mercado, afectando indistintamente acompetidores y consumidores. España debía transponer al derechonacional las disposiciones normativas comunitarias, exigencia que,para ser cumplida, implicó modificaciones sustanciales y complejasal régimen publicitario preexistente.
Commercial advertising is the main tool for marketing goodsand services offered by businessmen in the market due to theeasy access to final customers and its capacity to influence theirpurchase decisions. Norms on advertising are directly related tothose on unfair competition. For this reason, the European Union,aware of its importance for the development of internal market,has created a number of norms to regulate commercial advertisingand to eradicate all ads that may imply unfair actions that canirregularly alter the market and indiscriminately affect competitorsand consumers. Spain was required to transpose communityregulatory provisions to its national law; compliance with thisrequirement involved significant and complex modifications of theexisting advertising system.
Commercial advertising is the main tool for marketing goodsand services offered by businessmen in the market due to theeasy access to final customers and its capacity to influence theirpurchase decisions. Norms on advertising are directly related tothose on unfair competition. For this reason, the European Union,aware of its importance for the development of internal market,has created a number of norms to regulate commercial advertisingand to eradicate all ads that may imply unfair actions that canirregularly alter the market and indiscriminately affect competitorsand consumers. Spain was required to transpose communityregulatory provisions to its national law; compliance with thisrequirement involved significant and complex modifications of theexisting advertising system.
Palabras clave
Advertising, unfair competition, misleading advertising, aggressive advertising, unfair advertising, consumer or user, publicidad, competencia desleal, publicidad engañosa, publicidad agresiva, publicidad desleal, consumidor o usuario