1. Introduction Stephen Weatherill and Ulf Bernitz 2. The Unfair Commercial Practices Directive and its General Prohibition Giuseppe B Abbamonte 3. The Unfair Commercial Practices Directive: Its Scope, Ambitions and Relation to the Law of Unfair Competition Ulf Bernitz 4. An End to Fragmentation? The Unfair Commercial Practices Directive from the Perspective of the New Member States from Central and Eastern Europe Antonina Bakardjieva Engelbrekt 5. The Unfair Commercial Practices Directive in Context Ida Otken Eriksson and Ulf Oberg 6. Unfair Commercial Practices Directive-A Missed Opportunity? Geraint Howells 7. Who is the 'Average Consumer'? Stephen Weatherill 8. The Relationship of the Unfair Commercial Practices Directive to European and National Contract Laws Simon Whittaker 9. The Unfair Commercial Practices Directive and its Consequences for the Regulation of Sales Promotion and the Law of Unfair Competition Jules Stuyck 10. The Case for Reclaiming European Unfair Competition Law from Europe's Consumer Lawyers Christopher Wadlow 11. Unfair Commercial Practices: Stamping out Misleading Packaging Vanessa Marsland 12. The Challenges Posed by the Implementation of the Directive into Domestic Law-a UK Perspective Christian Twigg-Flesner and Deborah Parry 13. Transborder Law Enforcement-Does it Exist? Hans W Micklitz Appendix-Directive 2005/29.EC

This interesting book with very thorough contributions from diverging perspectives puts the Directive in a wider context and reveals a large number of difficulties the Directive will confront us with in the coming years. It is definitely recommended reading! Evelyne Terryn Common Market Law Review Vol 45 issue 4 This book is a very incisive but also user-friendly commentary on, and analysis of, the Directive...This book spans the academic and practitioner markets. It does not flinch from the areas of uncertainty...and does not simply repeat the content of the Directive...It will interest consumer, contract, advertising, EU and commercial lawyers alike. Those lawyers without an EU background will not be at a disadvantage because the topic is clearly expressed. All readers with an interest in the Directive will find this work,...of enormous practical use and intellectual stimulation. Vincent J. G. Power International Company and Commercial Law Review Vol 19, Issue 12, 2008 There is much of continuing interest in these papers...well researched and thoughtful contributions Hugh Collins European Review of Contract Law Vol. 5 (2009) No. 4

The purpose of this book is to inform and to explore the issues raised by Directive 2005/29, issues which are of academic and practical interest, in helping to understand the evolution of European consumer law within the broader programme of European market regulation.

The latest research from the OIECL. A series established by the Oxford Institute of European and Comparative Law as a forum for the dissemination of its research. Both European and comparative law are understood in the broadest sense, and a particular emphasis is placed on the specific intersection of the two disciplines. Series Editor: Professor Matthew Dyson Board of Advisory Editors: Professor Stefan Enchelmaier Professor Mark Freedland, FBA Professor Birke Häcker Professor Imelda Maher Professor Iyiola Solanke Professor Stephen Weatherill