The EC’s current country of origin principle allows advertisers to run pan-European campaigns under the law of the state from which they emanate. This principle is now threatened by proposed EU consumer protection legislation – to the alarm of national advertising bodies including Britain’s Advertising Association.

Following representations from the AA, the UK Department of Trade and Industry has pledged its support for the ‘country of origin’ protocol. Said a DTI spokesperson: “The advertising industry can be sure the Government is aware of its concerns and shares them.”

The DTI accepts that the most desirable outcome is maintenance of the status quo with each EU member state retaining its own advertising and sales laws, tailored to ensure consistency and clarity across Europe. The British Government will argue that common standards for consumers should “complement but not complicate” the internal market.

UK industry groups have been invited to submit their views to the DTI by December for incorporation into the government’s formal response to Brussels.

News source: CampaignLive (UK)