UK
The United Kingdom London
Ireland
Law and Practice Contributed by: Huw Morris, Dominic Bray, Nick Swimer and Rebecca Coleman Lee & Thompson LLP
Germany
Belgium
France
Contents 1. Legal Framework and Regulatory Bodies p.298 1.1 Primary Laws and Regulation p.298 1.2 Enforcement and Regulatory Authorities p.299 1.3 Liability for Deceptive Advertising p.299 1.4 What Is Advertising? p.299 1.5 Pre-Approvals p.300 1.6 Intellectual Property and Publicity Rights p.300 1.7 Self-Regulatory Authorities p.301 1.8 Private Right of Action for Consumers p.301 2.1 Deceptive or Misleading Claims p.302 2.2 Regulation of Advertising Claims p.302 2.3 Substantiation of Advertising Claims p.302 2.4 Product Demonstrations p.303 2.5 Endorsements and Testimonials p.303 2.6 Environmental Claims p.303 2.7 Disclosures p.303 2.8 Other Regulated Claims p.303 3. Limitations and Special Laws p.303 3.1 Representation and Stereotypes in Advertising p.303 3.2 Children p.304 3.3 Dark Patterns p.304 3.4 Sponsor Identification and Branded Content p.304 3.5 Special Rules for Native Advertising p.304 4. Comparative Advertising and Ambush Marketing p.305 4.1 Specific Rules or Restrictions p.305 1.9 Regulatory and Legal Trends p.301 1.10 Taste and Cultural Concerns p.301 1.11 Politics, Regulation and Enforcement p.302 2. Advertising Claims p.302
5. Social/Digital Media p.305 5.1 Special Rules Applicable to Social Media p.305 5.2 Liability for Third-Party Content p.306 5.3 Disclosure Requirements p.306 5.4 Requirements for Use of Social Media Platforms p.306 5.5 Influencer Campaigns and Online Reviews p.306 6. Privacy and Advertising p.307 6.1 Email Marketing p.307 6.2 Telemarketing p.307 6.3 Text Messaging p.308 6.4 Targeted/Interest-Based Advertising p.308 6.5 Marketing to Children p.308 6.6 Other Rules p.309 7. Sweepstakes and Other Consumer Promotions p.309 7.1 Sweepstakes and Contests p.309 7.2 Contests of Skill and Games of Chance p.309 7.3 Registration and Approval Requirements p.309 7.4 Free and Reduced-Price Offers p.310 7.5 Automatic Renewal/Continuous Service Offers p.310 8. Artificial Intelligence p.310 8.1 AI and Advertising Content p.310 8.2 AI-Related Claims p.310 8.3 Chatbots p.311 9. Web 3.0 p.311 9.1 Cryptocurrency and Non-Fungible Tokens (NFTs) p.311 9.2 Metaverse p.311 10. Product Compliance p.311
10.1 Regulated Products p.311 10.2 Product Placement p.312 10.3 Other Products p.312
4.2 Competitor Copyrights and Trade Marks p.305 4.3 Challenging Comparative Claims Made by Competitors p.305 4.4 Ambush Marketing p.305
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