New rules from Europe

Discusses the worries raised for advertising in general by the EC's Tobacco Advertising Directive. Under the cloak of `harmonising' advertising rules between member states (to ensure unrestricted movement of published material across borders), the Directive proposes a composite of the most restrictive existing regulations.

New rules from Europe

Alastair Tempest

Two principles supposedly inform the EC's single market: 'mutual recognition' and 'subsidiary', and these might be hoped to preserve existing national advertising regulation arrangements. However it looks increasingly unlikely that the European Parliament will allow this; more certain that ever tougher, wider-ranging controls - however anomalous - will be imposed from the top. The precedent of tobacco regulation, inter alia, threatens many other sectors, and a new 'publiphobia' is abroad to encourage interference.

One might ask why there should be any prospect of new rules for advertising in the new Europe....

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