ECJ PRICE COMPARISON CASE – BELGIUM SUPERMARKETS ADVERTISING
April 1st, 2006
BY KEITH NUTHALL
SUPERMARKETS should not make selected price comparisons with rivals in advertising, if consumers henceforth believe all their products are cheaper, a European Court of Justice (ECJ) advocate general has concluded. Antonio Tizzano found Belgian food supermarket chain Colruyt may have breached European Union directive 84/450/EEC on misleading advertising in advertisements by favourably comparing some of its prices with those of rivals Carrefour, Cora, Delhaize, Aldi, Lidl, Makro. Lidl subsequently launched a legal challenge. Tizzano concluded: ...
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