Fundamentos Para La Regulacion De La Publicidad Comparativa
AbstractThere is a growing consensus that comparative advertising has the potential to reduce barriers to entry and increase competition. Nevertheless, in actual practice comparative advertising in most countries, and particularly in those which are the least developed, is either very limited or non-existent. This paper describes the strikingly contrasting regulatory approaches to the problem in Europe, Latin America; especially in Chile; and the United States. This has enabled us to analyze the gap that exists in the fundamental principles as set forth by regulatory theory and practice. The paper describes the causes for the paradox existing in the discourse of Chilean jurisprudence, in that it over emphasizes the benefits of comparative advertising and its practice, but limits it. We identify the elements, which, in our opinion, are excessive to limit comparative advertising, and we put forth the arguments in favor of the need to act so as to attenuate the excessive restrictions currently in place.
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Bibliographic InfoArticle provided by Escuela de Administracion. Pontificia Universidad Católica de Chile. in its journal ABANTE.
Volume (Year): 7 (2004)
Issue (Month): 1 ()
Find related papers by JEL classification:
- L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices
- L42 - Industrial Organization - - Antitrust Issues and Policies - - - Vertical Restraints; Resale Price Maintenance; Quantity Discounts
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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- Ghosal, Vivek & Gallo, Joseph, 2001. "The cyclical behavior of the Department of Justice's antitrust enforcement activity," International Journal of Industrial Organization, Elsevier, vol. 19(1-2), pages 27-54, January.
- Saïd Souam, 1997.
"Optimal Antitrust Policy Under Different Regimes of Fines,"
97-37, Centre de Recherche en Economie et Statistique.
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- Pechmann, Cornelia & Stewart, David W, 1990. " The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 180-91, September.
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