Euro advertisers set to oppose proposed changes to ad laws

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

few weeks.

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

market itself.'


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