Advertising in Greece is regulated by a combination of EU directives and national laws, which ensure that all advertising activities are conducted in a fair, truthful, and transparent manner. Here’s a concise overview of the main aspects of advertising law in Greece:
Legal Framework:
The primary regulations come from the European Union’s directives, particularly the Unfair Commercial Practices Directive, which Greece has transposed into national law. These rules are designed to prevent misleading and aggressive advertising practices.
National Legislation:
Specific Greek laws also regulate advertising, including the Law on Consumer Protection, which provides detailed rules on unfair commercial practices and conditions for lawful advertising.
Regulatory Authorities:
The Hellenic Competition Commission (HCC) oversees the enforcement of fair competition, including advertising practices that might distort market competition.
The Consumer Ombudsman plays a key role in protecting consumers from unfair advertising and can issue sanctions against non-compliant businesses.
Media-Specific Regulations:
Different rules may apply depending on the advertising medium used (e.g., television, radio, print, online). The National Council for Radio and Television (NCRTV) ensures that broadcasting standards are met in advertisements shown on TV and radio.
Digital Advertising:
Online advertising must comply with the General Data Protection Regulation (GDPR) concerning the handling of personal data for marketing purposes.
The e-Privacy Directive, locally transposed, also regulates electronic communications, including marketing emails and cookies for advertising analytics.
Advertising to Specific Audiences:
Special care must be taken when advertising products like alcohol, tobacco, or pharmaceuticals, which are subject to additional restrictions, particularly in how they are marketed to young audiences and on specific media platforms.
Comparative Advertising:
Comparative advertising is permitted as long as it is not misleading and compares goods or services meeting the same needs or intended for the same purpose. It must objectively compare one or more material, relevant, verifiable, and representative features.
Enforcement and Penalties:
Non-compliance with advertising regulations can lead to severe penalties, including fines, orders for cessation of the offending advertisements, and public retractions. The severity of penalties often depends on the nature of the infringement and the potential harm to consumers.
Cultural and Ethical Considerations:
Advertisers must also be sensitive to cultural and social norms, ensuring that advertisements do not offend public morals or promote illegal activities.
In summary, companies operating in Greece must ensure their advertising strategies not only comply with specific local laws and regulations but also align with broader EU directives to protect consumers and promote fair competition.
