How to get your promotion right

Brian Gibb discusses the potential cost to a business of the newly proposed pan-Europe single market for S.P.

How To Get Your Promotion Right

Brian GibbPromotional Risk Management

In September, the European parliament agreed proposals, which, if accepted by the individual member states, will deliver a single market for sales promotions across the European Union. This has been welcomed by trade associations throughout the Union and will open the way for a new type of integrated and genuinely pan-European promotional activity.

The proposals remove the right of individual member states to establish barriers to cross-border promotions. Thus, it would put an end to anomalies that characterise promotional law across Europe. Germany would no longer be able to...

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