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Vergleichende Werbung

          
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About the Book

Inhaltsangabe: Einleitung: In der deutschen Rechtsprechung war vergleichende Werbung lange Zeit grundsätzlich unzulässig. Am 23. Oktober 1997 trat nach langem zwischenstaatlichem Ringen die EU-Richtlinie 97/55/EG in Kraft. Damit wurde ein großer Schritt zur Harmonisierung des Werberechts innerhalb der EU zurückgelegt. Die Umsetzungsfrist wurde durch die Richtlinie auf 30 Monate, folglich bis April 2000 festgelegt. Aber der BGH hat bereits vor der Umsetzung durch den Gesetzgeber die Initiative ergriffen und bezog sich in den Urteilen „Testpreisangebot" und „Preisvergleichsliste" im Februar und April 1998 auf die neue Regelung. Somit verabschiedete sich der BGH von seiner bisherigen Rechtsprechung, wonach vergleichende Werbung als wettbewerbs- und sittenwidrig im Sinne des § 1 UWG galt. Fach- und Publikumszeitschriften kündigten diese Revolution im Werberecht euphorisch mit „Ringfrei für den Werbekampf" oder „Jetzt wird die Werbung richtig spannend" an. Diese Euphorie ist mittlerweile zurückgegangen. Einerseits wegen der undeutlichen Rechtslage und andererseits wegen der teilweise noch unklaren Wirkung des Instruments auf den Verbraucher. Kapitel 2 beschäftigt sich mit den Grundlagen vergleichender Werbung. Ziel ist es dem Leser den Begriff „vergleichende Werbung" näher zu bringen und die Rechtsprechung des RG und des BGH vor dem Erlass der Richtlinie zu erörtern um einen vorher - nachher Vergleich zu ermöglichen. Ein weiterer sehr wichtiger Punkt dieses Kapitels ist, die Erscheinungsformen vergleichender Werbung anhand von aktuellen Beispielen zu behandeln. Auf die EU-Richtlinie 97/55/EG wird im Detail in Kapitel 3 eingegangen. Neben der Auflistung und Erklärung der einzelnen Paragrafen wird auch der Weg der Umsetzung der Richtlinie in deutsches Recht dargestellt und mit Beispielen und Urteilen untermauert. Welchen Einfluss die Richtlinie auf die Aktivitäten werbetreibender Unternehmen hat, wird in Kapitel 4 aufgeführt. Über die Werbewirkung im Allgemeinen bis hi


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Product Details
  • ISBN-13: 9783838680408
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 213 gr
  • ISBN-10: 3838680405
  • Publisher Date: 07 Jun 2004
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Sub Title: Auswirkungen auf Unternehmen und Verbraucher
  • Width: 148 mm


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