caa a22 4500 388045760 CHVBK 20180307125037.0 cr unu---uuuuu 161130e199810 xx s 000 0 eng 10.1017/S0020589300062564 doi S0020589300062564 pii (NATIONALLICENCE)cambridge-10.1017/S0020589300062564 Comparative Advertising in the European Union [Elektronische Daten] More than 20 years after the measure was first proposed, the European Union has finally succeeded in adopting a directive designed to harmonise disparate national laws relating to the use of comparative advertising in the single market.1 In this article the authors examine the background, rationale and substance of the new legislation, before considering its impact on the current UK law. With a view to the possibility that implementation may contribute to the transatlantic harmonisation of advertising law, the new regime is measured against the liberal benchmark of US case law and recent Federal Trade Commission policy. Copyright © British Institute of International and Comparative Law 1998 Spink Paul Petty Ross International and Comparative Law Quarterly Cambridge University Press 47/4(1998-10), 855-876 0020-5893 47:4<855 1998 47 ILQ https://doi.org/10.1017/S0020589300062564 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1017/S0020589300062564 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Spink Paul NATIONALLICENCE 700 1- Petty Ross NATIONALLICENCE 773 0- International and Comparative Law Quarterly Cambridge University Press 47/4(1998-10), 855-876 0020-5893 47:4<855 1998 47 ILQ CC0 http://creativecommons.org/publicdomain/zero/1.0 nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-cambridge