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Unlautere Werbung gegenüber Kindern und Jugendlichen


Alexander Stief

Zum Schutz der Verbrauchergruppe der Kinder hat der deutsche Gesetzgeber in Umsetzung der RL 2005/29/EG § 3 Abs. 3, Anhang Nr. 28 UWG eingeführt. Damit wird eine Werbung für unzulässig erklärt, die eine an Kinder gerichtete unmittelbare Aufforderung zum Kauf von Waren oder der Inanspruchnahme von Dienstleistungen enthält. Der Autor untersucht im Schwerpunkt – nach einer Einführung in die Entstehung des Kinder- und Jugendschutzes vor unlauterer Werbung – die Auslegung der «unmittelbaren Aufforderung zum Kauf». Die Untersuchung erfolgt anhand rechtswissenschaftlicher Methodik mit besonderem Fokus auf praktische Beispiele und schließt mit einer Definition der Tatbestandsmerkmale. Dabei beachtet der Autor den europäischen Ursprung der Regelung anhand einer europarechtskonformen Auslegung.


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Anhang 2 E- Mail vom 03.09.2010 European Commission Directorate General Justice, Unit A. 3 Consumer and marketing law


200 Anhang 2 EUROPEAN COMMISSION DIRECTORATE-GENERAL JUSTICE Directorate A : Civil justice Unit A.3 : Consumer and marketing law Brussels, JUST/A3/GP/kb/D(20 10) 133 15 To be sent by e-mail to: Dear Mr Stief, Thank you for your e-mail of 6 May 201 0 addressed to the cabinet of Commissioner Dal- li. Your e-mail has been transferred to the cabinet of Vice-President Reding, who is respon- sible for the Unfair Commercial Practices Directive. Vice-President Reding has asked me to answer on her behalf. The Directive on Unfair Commercial Practices (2005/29/EC) provides a list of misleading and aggressive practices which are banned upfiont in the EU. Point 28 in this list prohibits including in an advertisement direct exhortations to children to buy advertised products or persuade their parents or other adults to buy advertised products for them. Placing sweets near the cash desks in supermarkets cannot be considered as a direct exhortation to chil- dren. The intention behind this marketing technique is of course to tempt the customer to purchase sweets while waiting to get to the checkout. However this technique is not spe- cifically directed to children and is therefore not banned up-front by the Directive. As re- gards childhood obesity, the European Commission identified children and young people as key target groups to tackle obesity in its Strategy on Nutrition, Overweight, and Obesi- ty-related health issues. There are a number of initiatives to specifically target children and young people. For ex- ample, as part of the EU Platform for...

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