= Table des matie?res : 1. The legal concept of unfairness and advertising = Le concept de deloyaute? et le droit de la publicite? : A. Theoretical background = Cadre the?orique; HARLAND, David J. The legal concept of unfairness and the economic and social environment : fair trade, market law and the consumer interest; BERNITZ, Ulf. The legal concept of unfairness and the economic and social environment : fair trade, market law and the consumer interest; B. National law studies = Etudes de droit national : LAWSON, Richard. The legal control of unfair advertising in the United Kingdom; CALAIS-AULOY, Jean. Le contro?le de la publicite? de?loyale en France; TONNER, Klaus. The legal control of unfair advertising in the Federal Republic of Germany; STUYCK, Jules. The legal control of unfair advertising in Belgium; 2. Comparative adversiting = La publicitie? comparative : A. Theoretical background = Cadre the?orique : FRANCQ, Bernard. Le statut de la publicite? comparative dans les pays de la CEE. : Etude sommaire de droit compare?; BODDEWYN, Jean J. Comparison advertising : advantages and disadvantages for consumers, competitors, media, industry and the marketplace; B. Comments : Commentaries : WIN P DE. Commentaires sur les contributions de Francq et de Boddewyn; MITCHELL, Jeremy. Comments on Francq's and Boddewyn's contributions; DARMAILLACQ, Le?on. Commentaires sur les contributions de Francq et de Boddewyn; 3. The regulation of unfair adversiting and of comparative advertising at the EEC level = La re?glementation de la publicite? de?loyale et de la publicite? comparative au niveau de la communaute? e?conomique europe?enne : A. Theoretical background = Cadre the?orique : HENNING-BODEWIG, Frank. History, features and prospects of the Commission's proposal for a directive on unfair and comparative advertising; BENOLIEL, Isabelle. La publicite? te?le?vise?e : nouveaux de?fis et normes nouvelles; B. Comments = Commentaires : DASTOT, Jean-Claude. Commentaires sur les contributions de Henning-Bodewig et Be?noliel; MURRAY, Jim. Comments on Henning-Bodewig's and Be?noliel's contributions; SCHMITZ, Bob. Commentaires sur les contributions de Henning- Bodewig et Be?noliel; BOURGOIGNIE, Thierry. La publicite? de?loyale et la publicite? comparative : jalons d'une re?flexion;.