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The study addresses the regulation of targeted and behavioural advertising in the context of digital services. Marketing methods and technologies deployed in behavioural and target advertising are presented. The EU law on consent to the processing of personal data is analysed, in connection with advertising practices. Ways of improving the quality of consent are discussed as well as ways of restricting its scope as a legal basis for the processing of personal data. This study is commissioned by ...

Although there has not been yet any specific legislative proposal to amend Directive 2006/114 concerning misleading and comparative advertising, the intention of the European Commission to simplify and consolidate this Directive may tackle some of the problems connected with the current legislation. Parliament repeatedly called for changes and further actions in this field, in particular with regard to prevention of misleading marketing practices and urging the EU Member States to enhance their mutual ...

The legal framework for trademarks in the EU is based on the coexistence of national trademarks systems, harmonised by a Directive since 1988, and a unitary Community Trademark, introduced in 1994 by a Regulation. In March 2013 the Commission adopted a reform package for EU trademark law.