What is good marketing practice?

Businessmen cannot carry out acts contrary to fair trading practices. Whether an act is contrary to fair trading practices is assessed in relation to trade interests, consumer interests and common public interest.

It is important to know that all marketing can be identified as marketing. It is illegal to effect hidden advertising. This means that all marketing has to be worked out and presented in a way that makes it obvious that it is marketing. It also has to be stated very clearly on whose behalf the marketing takes place.

Neither can advertisements or marketing be discriminating with regard to sex, race, religion, nationality or age. Especially sex discrimination is relevant. Women can be used as an eye-catching device in a commercial but the female sex cannot be portrayed in a derogatory or contemptuous way.

When directing your marketing towards children and young people it is important that you show extra consideration. Children and young people are easily influenced and lack experience and critical faculty. Young people and especially smaller children cannot or have difficulties seeing through and estimating information.