Europe is a powerful continent. Home to the EU, one of the most prosperous and brilliant bindings of nations ever created. Despite some EU nations disagreeing with this sentiment, such as the UK, it has been proven that the EU is a force for good.
But we want to take a look at the world of marketing and advertising and how it relates to the various member nations of the EU. Today we are going to examine the similarities and differences between the nations and look at some prime examples of marketing done right in each nation.
Before we go anywhere, we need to understand how the EU works. For the sake of clarity, we are going to be acting as if the UK is still in the EU for this as chances are they will rejoin further down the line anyway.
The EU is an agreement bu the European nations. These nations assign representatives to work as one EU government. The HQ of the EU is based in Brussels. It is here that the representatives meet to make decisions about the new EU law.
The purpose of the EU is to create a sense of unity and cohesion between the European nations. While each country has its own laws and customs, the EU seeks to create a baseline set of rules that everyone has to follow. The idea is that the nations would reap significant benefits from regulated trade and currency.
These laws also looked at advertising in different nations. Meaning a lot of EU nations now had to adhere to certain advertising laws that sought to protect the customers before the businesses.
In the USA, advertising law is clear-cut and not entirely different from the EU. The biggest law that the EU implemented was the restriction on bending the truth. Companies would happily lie through their teeth if it means boosting sales. These laws mean a company has to be one hundred percent truthful in any advert they present to the public. If they aren’t they stand to lose a lot of money and face potential criminal charges.
This idea has become commonplace across the globe. You would be hard-pressed to find a nation that hasn’t implemented a similar policy when it comes to marketing.
Another common advertising law that was implemented by the EU was the idea that a customer is guaranteed a refund for any reason except intentional breakage. This has been a point of massive contention between the EU and massive corporations.
A good example of this is video games. In recent years we have seen some extremely popular games launch and be riddled with bugs and unfulfilled promises. This has led people to demand refunds. A lot of these gaming companies are based in the USA and, as such, did not plan on offering refunds at all. Until they were pulled into EU court.
Turns out you can’t violate EU law if you are selling in their countries. This led to a sweeping declaration that any customer in an EU nation is entitled to a refund on any game as long as it is within the first month of purchase. A huge win for the consumers and a huge loss for evil gaming corporations.
So now let’s take a look at some of the different EU nations and examine how they go about their advertising.
Greece has seen significant economic hardship in recent years. Widespread poverty caused by a mix of governmental issues and EU regulation confusion causing damage to their economy. But they are a proud, powerful nation rich in history and culture. And this is reflected in their marketing strategies.
Greek companies, like apofraxeis24-antoniou, follow all the traditional advertising guidelines set out by the EU. But it is common in Greece to display a lot more information than other nations might. You can find all the needed information; price, work hours, contact details with ease in Greece. A welcome practice we hope more nations adopt.
In contrast to Greece, the UK likes to try to circumvent the EU advertising laws, and often its own laws. In the UK they are lucky enough to have a thriving population and a strong economy when compared to other EU nations. So you are spoilt for choice when looking for a product or service.
But this does lead to a lot of confusion. Companies will focus on grabbing your attention with fancy adverts and phrases rather than giving you concrete details. And you have to jump through hoops just to get a price or a time frame.
Companies in the UK also tend to try to abuse contracts to scrape as much money from you as they can. Very much not in the spirit of the EU. So it is no wonder they left.
Germany is a powerful nation that has been on the up and up for years no. Their strong leadership, political allies, and industriousness mean they are one of the powerhouses of the EU. And they follow EU advertising law to the letter. You will be hard-pressed to find a company in Germany that is not using good business practices and putting their customers first.
We have only scratched the surface of the EU and advertising law. I am sure we will revisit it at some point in the future to go further in-depth. But for now, let us know what you think about it. Is the EU a force for good? Or is it unnecessary bureaucracy?