La Comisión permite la publicidad de productos regionales financiada por el Estado.
Author | Sebastián Romero Melchor |
Position | Abogado |
La Comisión Europea ha adoptado este mes nuevas directrices sobre el uso de la ayuda estatal para hacer publicidad de productos agrícolas.
Las directrices permiten la promoción del origen regional de productos bajo ciertas condiciones, principalmente que no se infrinjan las reglas del mercado interior (por ejemplo, la publicidad del Estado no podrá incitar a los consumidores a comprar productos nacionales en lugar de productos de otros Estados miembros, tampoco podrá denigrar productos de otros Estados miembros, o engañar a los consumidores reivindicando las calidades especiales que el producto realmente no tiene).
Las nuevas directrices suprimen los dos textos existentes, uno de 1986 y otro de 1987. Las directrices no serán aplicables a las campañas publicitarias destinadas a terceros países, que se revisarán caso por caso.
Podrá concederse ayuda para hacer publicidad de productos de calidad, sometidos a normativas de calidad más rigurosa o que tengan un origen específico. Tras la introducción del etiquetado obligatorio en la carne de vaca, las nuevas normas establecen que se pueda subvencionar la publicidad de los sistemas de trazabilidad.
Las directrices prevén una ayuda pública máxima en la publicidad del 50%, o el 75% para ciertos productos de empresas pequeñas y medianas de las regiones más pobres de la UE.
Cualquier campaña publicitaria financiada por el estado tendrá que cumplir ciertos criterios (por ejemplo deberá...
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