Extracts from the Consumer Code - Legislative Decree 6 September 2005, No 206
Article 19.
Purpose '
1. The provisions of this section are designed to protect the
advertising 'deceptive and unfair consequences thereof
persons carrying on a' commercial, industrial, craft or profession
, consumers and, in general, the interests of the public
in the use of advertisements,
as well as' to establish the conditions of legality 'in publication' comparative
.
2. The advertisements' must be clear, truthful and correct.
Article 20.
Definitions 1. For the purposes of this Section:
a) advertising 'means any form of announcement that it is widespread,
in any way, in connection with a' commercial
industrial, craft or profession in order to promote
sale of movable or immovable property, the constitution
or transfer of rights and obligations on them, or the provision of works or services
;
b) for advertising 'deceptive advertising any'
that in any way, including its presentation is likely to cause the error in
natural or legal persons to which, '
addressed or whom it reaches and which, because of its deceptive nature, can affect their economic behavior
ovvero che, per questo
motivo, sia idonea ledere un concorrente;
c) per pubblicita' comparativa: qualsiasi pubblicita' che
identifica in modo esplicito o implicito un concorrente o beni o
servizi offerti da un concorrente;
d) per operatore pubblicitario: il committente del messaggio
pubblicitario ed il suo autore, nonche', nel caso in cui non consenta
all'identificazione di costoro, il proprietario del mezzo con cui il
messaggio pubblicitario e' diffuso ovvero il responsabile della
programmazione radiofonica o televisiva.
Art. 21. Elementi Evaluation
1. To determine whether the advertising 'is misleading if it
must consider all the elements, in particular with regard to his references
:
a) the characteristics of goods or services, such as their availability
', nature, running , composition, method and
the date of manufacture or provision, fitness for 'the purpose,
uses, the amount', the description, the geographical origin or commercial
, or the results to be obtained with the their use, or
results and material features of tests or checks carried out on
goods or services;
b) the price or so in cui questo viene calcolato ed alle
condizioni alle quali i beni o i servizi vengono forniti;
c) alla categoria, alle qualifiche e ai diritti dell'operatore
pubblicitario, quali l'identita', il patrimonio, le capacita', i
diritti di proprieta' intellettuale e industriale, ogni altro diritto
su beni immateriali relativi all'impresa ed i premi o riconoscimenti.
Art. 22.
Condizioni di liceita' della pubblicita' comparativa
1. Per quanto riguarda il confronto, la pubblicita' comparativa e'
lecita se sono soddisfatte le seguenti condizioni:
a) non e' ingannevole ai under this Code;
b) it compares goods or services meeting the same needs or intended for the same goals
;
c) it objectively compares one or more 'features
, relevant, verifiable and representative features, including
any price, of those goods and services;
d) does not create confusion in the market place between the
advertiser and a competitor or between the brands, trade names
, other distinguishing marks, goods or services
operator and those of a competitor;
e) does not discredit or denigrate the trademarks, trade names
, other distinguishing marks, goods, services, activities' or
circumstances of a competitor;
f) for products with designation of origin, it relates
in each case to products with the same designation;
g) does not take unfair advantage of the reputation 'connected to
trademark, trade name or to another sign
distinctiveness of a competitor or of the designation of origin of competing products
;
h) does not present goods or services as imitations or
of goods or services bearing a protected
trade mark or trade name.
2. The requirement of verifiability 'referred to paragraph 1, letter c
), is satisfied when the data
given to illustrate the features of the goods or service advertised
are capable of demonstration.
3. Any comparison referring to a special offer
must state clearly and unequivocally
the final bid or, where the
special offer has not yet begun, the date of commencement of the period during
which apply the special price or other specific conditions, or if
the case that the special offer is subject to availability '
of goods and services.
Article 23.
Transparency of advertising '
1. The advertisements' must be clearly recognizable as such. The
advertising 'by printing
must be distinguishable from other forms of communication to the public, with mode' graphics
clear perception.
2. The terms "guarantee", "guaranteed" and the like can be used
only if accompanied by the clarification of the content and mode of
'the guarantee offered. When the brevity '
advertising message does not fully restore these
stated, a reference synthetic content and mode' of the guarantee offered
deve essere integrato dall'esplicito rinvio ad
un testo facilmente conoscibile dal consumatore in cui siano
riportate integralmente le precisazioni medesime.
3. E' vietata ogni forma di pubblicita' subliminale.
Art. 24.
Pubblicita' di prodotti pericolosi per la salute e la sicurezza dei
consumatori
1. E' considerata ingannevole la pubblicita' che, riguardando
prodotti suscettibili di porre in pericolo la salute e la sicurezza
dei consumatori, ometta di darne notizia in modo da indurre i
consumatori a trascurare le normali regole di prudenza e vigilanza.
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