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Food Marketing Law

Module code: LLMP 5242

Module description

Food Marketing Law covers the manner in which food business operators go about marketing their products and the limitations which may be placed on sales promotions.

The different purposes served by advertising are considered along with the extent to which advertising practice may appropriately be regulated by the law. Misleading statements and images when marketing a product form a part of the module and both legal and voluntary means of regulation are considered including:

  1. Private law rules concerning breach of contract, misrepresentation and negligent misstatement.
  2. The voluntary self-regulation of advertising provided by the Advertising Standards Authority which adjudicates on the codes approved by the Committee of Advertising Practice.
  3. The regulatory control of unfair commercial practices under EU Directive 2005/29/EC and the Consumer Protection from Unfair Trading Regulations 2008.

The relationship between marketing practice and intellectual property rights is considered, including character and personality merchandising. The impact of copyright law and trade mark protection is important in determining the extent to which marketing, in particular advertisements, must avoid misleading associations with third party products.

Finally, geographical indications under Regulation (EU) 1151/2012 on quality schemes for agricultural products and foodstuffs, a form of intellectual property law, are considered.

Contact hours per student per year

  • Tutorials: 3 hours
  • Feedback/Support: 3 hours

Assessments

The module is assessed by written coursework. One assignment may be submitted in draft. The nature of assignments enables students to develop and demonstrate the learning outcomes.

  • Assignment 1: 40%
  • Assignment 2: 60%

If the aggregate mark is below 50% and the mark for each component is below 50% the candidate shall be re-assessed by re-submitting the failed assignments or a student may elect to submit new pieces of work.

Additional costs: No extra costs other than purchase of books

 
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