Thanks to advertising, a mantacturer of kitchen knives, like the ones we all have in our homes, is able to show them to the public as if they were the most powerful cutting weapon in the world. And that is exactly what advertising is all about: creating campaigns to stimulate the purchase of a product so that it becomes the product of choice for the end consumer.

Adequate legal advice on advertising begins already in the gestation of the campaign, paying attention from the beginning to compliance with the applicable legal regulations. Otherwise, the campaign may be paralyzed or even withdrawn, which means serious economic consequences for the company.

For this purpose, special consideration should be given to the campaign’s media, since it is a determining factor in its ultimate success.

Since the legal consequences of an advertising campaign affect multiple other aspects of the business, proper legal advice will require, in addition to legal knowledge, technical knowledge that should also be present in the analysis of the case in question.

The legal rules that make up Advertising Law are quite modern and are in constant evolution. Both at international and european level, as well as at national level, new rules continue to be published with the purpose of regulating new aspects of advertising.

The specific rules applicable in this area are focused on regulating the modalities of illegal advertising, i.e.,misleading, confusing, illegal comparative, indirect, denigrating or aggressive advertising. In addition, there are certain types of advertising that require special attention due to the restrictions they receive, i.e., advertising aimed at children and advertising of special products such as tobacco, alcohol, medicines, financial and banking products, lotteries and gambling.