100 Marketing Questions Answered Legally: Second Revised Edition

Can I call myself a Rolls Royce in advertising? What about whisper sales? Which signs can be registered as a trademark? Is lookalike packaging allowed? Can employees themselves post messages about their company on social networks (“Like”)?

Offering products and services raises many legal questions. The packaging, the brand name, the advertising and the promotions: everything must be legally correct.

In addition to referring to the relevant articles of law in the Code of Economic Law, which entered into force in June 2014, the second revised edition of the book 100 Marketing Questions with Legal Answers is supplemented with recent practical examples and case law.

In this way, lawyer Tom Heremans guides you through the many aspects of marketing law. The questions are based on cases from the author's daily practice and always provide a concrete solution.

The questions are arranged according to the following themes:
- correct information and misleading advertising;
- comparative advertising;
- price reductions and sales;
- lotteries, games of chance and competitions;
- joint offer or tied sale;
- sales methods outside the company (mail order and home sales);
- sale at a loss;
- copyright;
- to notice;
- social media and privacy;
- sanctions.

Tom Heremans is a partner lawyer at CMS DeBacker and was chairman of the Benelux Association for Trademark and Design Law in 2011-2013. He is a guest lecturer at the HUB and the VUB.