—The European Union has decided to put an end to the false advertising, misleading consumers by promising them better health and appearance. According to new rule of European Food Safety Authority, advertising messages will not be allowed to be used unless they have a scientific cover. The products placed on the market must meet all the safety requirements, including appropriate labeling and necessary warnings on products. Consumers have right to obtain full and unbiased information about products and services, based on which they can make an appropriate decision about buying. Although there is the regulatory framework against deceptive marketing techniques, in practice the rights of costumers are not fully implemented. Because of this continued development of European legislation in the field of consumer protection is necessary.
—Advertising, consumer protection, consumer rights, health claims, marketing techniques.
The authors are with the University for Business Engineering and Management, Banja Luka, Bosnia and Herzegovina (e-mail: firstname.lastname@example.org, email@example.com).
Cite: Ana Komljenovic and Brana Komljenovic, "A Study of Marketing Techniques and Consumer Protection in the Regulatory Framework of the European Union," International Journal of Social Science and Humanity vol. 6, no. 9, pp. 710-713, 2016.