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ARTICLE · 06 JUNE 2025

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Insuring Clarity On Comparative Advertising

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

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The Court of Justice of the European Union has recently published a ruling in which it said that the rules on comparative advertising in the Misleading and Comparative Advertising Directive (2006/114/EC)...

United KingdomMedia, Telecoms, IT, Entertainment
Helen Hart
Helen Hart
Brinsley Dresden
Brinsley Dresden
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The Court of Justice of the European Union has recently published a ruling in which it said that the rules on comparative advertising in the Misleading and Comparative Advertising Directive (2006/114/EC) do not apply to a comparison website that ranks various competing goods or services but does not compete with them itself.

The Directive includes criteria for comparative advertising to be lawful. It is implemented in the UK by the Business Protection from Misleading Marketing Regulations 2008. Comparative advertising is defined as advertising which expressly or impliedly identifies a competitor or goods or services offered by a competitor.

HUK-COBURG is the parent company of a large German insurance group whose subsidiaries offer insurance in various fields, including motor insurance. Check24 operates an online comparison website allowing users to compare various products, including insurance packages, free of charge. The comparisons are based on various grades,

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