Advertising industry bodies across Europe are to oppose a new European Commission (EC) proposal on advertising regulation which will allow consumers to sue any advertiser in their home country, rather than the country in which the advertisement originated.
The new rule, which was mooted last week, will mean that an advertiser operating within UK regulations could fall foul of regulations in other European markets if consumers feel that the British ad is offensive in any way.
The Incorporated Society of British Advertisers (ISBA) has condemned the new proposal and questioned the need for the new European law, which it claims will make a mockery of the single market.
ISBA’s director of public affairs, Ian Twinn says: “The proposals have serious implications for all advertisers in the EU. We can see no real benefits for the consumer which justify these heavyweight proposals.”
Twinn adds that the EC’s plan would require all businesses to know and fully understand the implications of advertising and marketing laws in every member state of the European Union.