Leading European advertisers are banding together to stop new laws
they claim will make a mockery of the continent's single market.
If the rules are approved, marketing techniques which are legal in one
country could be declared illegal in another, rendering an advertiser
open to prosecution.
Now banks, other financial services companies, e-commerce retailers and
US-based companies doing business in Europe are being asked to join a
pressure group to force a rethink on proposals for the so-called Rome II
Regulation, which the European Commission will publish within the next
It would mean that an e-commerce retailer or direct marketer operating
within UK law could fall foul of Draconian sales promotion regulations
in Germany, Belgium or Denmark.
The lobby is being co-ordinated by the Federation of European Direct
Marketing Associations, the Advertising Information Group, an
intelligence-gathering operation, and DLA Upstream, the public affairs
Lionel Stanbrook, the DLA Upstream managing director and former deputy
director-general of the AA, said: 'What's at stake here is the single