Almost 20 years after its first proposal, the European Community (EC) is once again attempting to both authorize and control comparative advertising within its borders. The authors examine the current proposal and the new co-decision procedure under which the proposal and future Community efforts to regulate and harmonize the marketing function will be considered. They then analyze U.S. case law and policy concerning comparative advertising to determine the similarities and differences between it and the EC's proposal and the prospects for harmonization across the Atlantic.
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