Overview

Globalization means increasing integration of national markets. Political developments, such as the single European currency, and technological developments, such as the Internet, are making borders less and less relevant to marketers who are becoming as interested in selling to customers outside their own countries as within. While the horizon of marketers has broadened, the laws governing marketing and advertising remain largely local. The purpose of this publication is to alert marketers to differences in those laws and to help them plan their marketing campaigns accordingly. Meeting the practical needs of advertisers engaged in multi-national marketing, it seeks to provide lawyers and laypersons alike with orientations in the laws governing advertising in 20 jurisdictions: the Member States of the European Union (EU), the EU itself, Switzerland, Norway, and the Member States of the North Atlantic Free Trade Area (Canada, Mexico, and the United States). Each of the country chapters is written by a practitioner from that jurisdiction.

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