Internet Advertising

As can be derived from its name, Internet advertising means any form of promoting products or services through the Internet. This form of advertising can be distinguished into more forms such as e-mail advertising, on-line advertisements, corporate and marketing websites. Such differentiation is important from a legal point of view as well. Besides the definition and classification of Internet advertising, this chapter is mainly aimed at an analysis of the applicable European law regulating this area: such as general requirements for advertising, including its Internet form or rules relating to unsolicited commercial communications (spam). Further, when advertising through the Internet, rules designed for the protection against unfair commercial practices or prohibited comparative advertisements may be challenged. The objective of this chapter is not only to analyze some relevant provision of the European law but also to submit proposals for its improvement if needed.