TV advertising can satisfy by reference to the website information obligations

1. Art. 7 Abs. 1 and 3 Directive 2005/29 / EC of the European Parliament and of the Council of 11. More 2005 on unfair commercial practices of businesses towards consumers in the internal market and amending Council Directive 84/450 / EEC, Directives 97/7 / EC, 98/27/EC and 2002/65 / EC of the European Parliament and of the Council and Regulation (EG) No.. 2006/2004 des Europäischen Parlaments und des Rates (Directive on unfair commercial practices) must be interpreted as, in order to assess, whether a commercial practice is to be regarded as a misleading omission, the relationship, in dem diese Geschäftspraxis steht – u. a. the limitations of the communication medium used for this practice, the due this communication medium spatial or temporal limitations and any measures, the trader has taken, um den Verbrauchern die Information anderweitig zur Verfügung zu stellen –, is also to be considered, if such a requirement can not be expressly inferred from the wording of the legislation concerned.

2. Art. 6 Abs. 1 Directive 2005/29 must be interpreted as, that a practice, which consists in, divide the price into several components and highlight one of them, is classified as misleading, if it is capable of, to convey to the average consumer the false impression, that is offered to him a favorable price, and to entice him, take a transactional decision, he would not have taken otherwise, which is for the referring court to consider taking into account all relevant circumstances of the main proceedings. The time constraints, where certain communication media such as television commercials may be subject to, dürfen bei der Beurteilung des irreführenden Charakters am Maßstab von Art. 6 Abs. 1 dieser Richtlinie allerdings nicht berücksichtigt werden.

3. Art. 7 Directive 2005/29 must be interpreted as, that in cases, where a trader has chosen, the price for a subscription to assemble so, that the consumer has to pay both a monthly fee as well as a half-yearly fee, this practice is to be regarded as a misleading omission, if the monthly fee in the advertisement is highlighted, but quite deprived of the semi-annual fee or shown only on a less conspicuous way,, insofar as such an omission is causing the consumer to take a transactional decision or is likely to cause, he would not have taken otherwise, what the national court, taking into account the limitations of the communication medium used, the nature and characteristics of the product and the other measures, the trader has actually taken, order to provide consumers with the essential information on the product is available, must be checked.

4. Art. 7 Abs. 4 Directive 2005/29 must be interpreted as, that it contains an exhaustive list of essential information, which must be mentioned in an invitation to purchase. The assessment, whether the particular trader has information requirement, taking into account the nature and characteristics of the product, but also of the communication medium used for the invitation to purchase and the additional information provided, where appropriate, by the trader has sufficient, for the national court. Der Umstand, dass ein Gewerbetreibender in einer Aufforderung zum Kauf alle in Art. 7 Abs. 4 dieser Richtlinie aufgezählten Informationen bereitstellt, does not preclude, dass diese Geschäftspraxis als irreführend im Sinne von Art. 6 Abs. 1 oder Art. 7 Abs. 2 der Richtlinie eingestuft werden kann.

JUDGMENT OF THE COURT (Fifth chamber) 26. October 2016

„Vorlage zur Vorabentscheidung – Unlautere Geschäftspraktiken –Richtlinie 2005/29/EG – Art. 6 and 7 - Advertisement for a television subscription via Satellite - Subscription Price, in addition to the monthly fee a semi-annual contribution for the card required for decoding the program includes - monthly fee, which is not specified or less prominent than the semi-annual fee - Misleading action - Misleading omission - implementation of the provision of a directive only in the materials of a national implementing law and not in the legislative text itself "

In Case C-611/14

betreffend ein Vorabentscheidungsersuchen nach Art. 267 AEUV, eingereicht vom Court of Glostrup (Gericht Glostrup, Denmark) by decision of 1. December 2014, referred to the Court 23. December 2014, in the criminal proceedings against

Canal Digital Denmark A / S

he let

THE COURT (Fifth chamber)

unter Mitwirkung des Kammerpräsidenten J. L. da Cruz Vilaça, der Richterin M. Berger sowie der Richter A. Borg Barthet (reporter), E. Levits und F. Biltgen,

Advocate General: Y. Bot,

chancellor: A. Calot Escobar,

to the written procedure,

after considering the observations

– der Canal Digital Danmark A/S, vertreten durch M. Hopp, lawyer,

– der dänischen Regierung, vertreten durch C. Thorning und M. Søndahl Wolff als Bevollmächtigte,

– der deutschen Regierung, vertreten durch T. Henze und J. Kemper als Bevollmächtigte,

– der italienischen Regierung, vertreten durch G. Palmieri als Bevollmächtigte im Beistand von F. Urbani Neri, State attorney,

– der österreichischen Regierung, vertreten durch G. Eberhard als Bevollmächtigten,

– der finnischen Regierung, vertreten durch H. Leppo als Bevollmächtigte,

– der norwegischen Regierung, vertreten durch T. Skjeie und I. Jansen als Bevollmächtigte,

– der Europäischen Kommission, vertreten durch M. Clausen und D. Roussanov als Bevollmächtigte,

because of the judgment after hearing the Advocate General, to judgment without an Opinion on the Case,

following

judgment

1 Das Vorabentscheidungsverfahren betrifft die Auslegung von Art. 6 and 7 Directive 2005/29 / EC of the European Parliament and of the Council of 11. More 2005 on unfair commercial practices of businesses towards consumers in the internal market and amending Council Directive 84/450 / EEC, Directives 97/7 / EC, 98/27/EC and 2002/65 / EC of the European Parliament and of the Council and Regulation (EG) No.. 2006/2004 des Europäischen Parlaments und des Rates (Directive on unfair commercial practices) (OJ. 2005, L 149, S. 22, Corrigendum OJ. 2009, L 253, S. 18).

2 Es ergeht im Rahmen eines gegen die Canal Digital Danmark A/S (hereinafter: Canal Digital) initiated criminal proceedings, having the practices of Canal Digital in the marketing of subscriptions to television program packages to object.

legal framework

guideline 2005/29

3 In den Erwägungsgründen 5, 6, 11, 12, 14 and 18 Directive 2005/29 it is:

„(5) In Ermangelung einheitlicher Regeln auf Gemeinschaftsebene könnten Hemmnisse für den grenzüberschreitenden Dienstleistungs- be justified and goods or the freedom of establishment in the light of the Court of Justice of the European Communities, as long as they seek to protect recognized public interest objectives and those objectives are reasonable. Given the objectives of the Community, as they are laid down in the provisions of the Treaty and in secondary Community law on free movement, and in accordance with the Commission's policy in the field of commercial communications in the Commission communication, follow up to the Green Paper on commercial communications in the internal market 'mentioned such obstacles should be eliminated. These barriers can only be eliminated, by the extent, as it is necessary for the proper functioning of the internal market and with regard to the requirement of legal certainty, at Community level uniform rules, ensuring a high level of consumer protection, be defined and clarified certain legal concepts.

(6) Die vorliegende Richtlinie gleicht deshalb die Rechtsvorschriften der Mitgliedstaaten über unlautere Geschäftspraktiken einschließlich der unlauteren Werbung an, harm the economic interests of consumers immediately and in the economic interests of legitimate competitors indirectly. …

(11) Das hohe Maß an Konvergenz, the achieved by the approximation of national provisions through this Directive, creates a high common level of consumer protection. This Directive establishes a single general prohibition of those unfair commercial practices, affect the economic behavior of the consumer. …

(12) Durch die Angleichung wird die Rechtssicherheit sowohl für Verbraucher als auch für Unternehmen beträchtlich erhöht. Both consumers and business will be able, to rely on a single regulatory framework, based on clearly defined legal concept, regulating all aspects of unfair commercial practices across the EU. This will have the effect, that by the fragmentation of the rules concerning unfair, the economic interests of consumers are eliminating harmful business practices caused trade barriers and the establishment of the internal market to be achieved in this area.

(14) Es ist wünschenswert, that the concept of misleading practices and practices, including misleading advertising, includes, discourage by deceiving the consumer thereof, to make an informed and thus efficient choice. In accordance with the laws and practices of Member States on misleading advertising, this Directive classifies misleading practices into misleading actions and misleading omissions. In respect of omissions, this Directive sets out a limited number of basic information, the consumer needs, to take an informed transactional decision. Such information will not be disclosed in all advertising, but only, if the trader makes an invitation to purchase; This concept clearly defined in this Directive. The result envisaged by the Directive full alignment does not prevent Member States from, in their national legislation for certain products, for example, collectors' items or electrical devices, determine the essential characteristics, the omission of which would be material when an invitation to purchase. …

(18) Es ist angezeigt, all to protect consumers against unfair commercial practices ... to enable keeping with the principle of proportionality and to the effective application of safeguard measures provided, this Directive takes as the average consumer, who is reasonably well informed and reasonably observant and circumspect, social considering, cultural and linguistic factors, as interpreted by the Court as a benchmark ... The concept of the average consumer test is not a statistical test. National courts and authorities will have in assessing the question, as the average consumer would react in a given case typically, rely on their own judgment, taking into account the jurisprudence of the Court. "

4 Art. 1 Directive 2005/29 reads:

"The purpose of this Directive is, by approximation of laws- and administrative provisions of the Member States on unfair commercial practices, affecting the economic interests of consumers, contribute to the smooth functioning of the internal market and to achieve a high level of consumer protection. "

5 Art. 2 dieser Richtlinie bestimmt:

"For the purposes of this Directive, the term

c) ‚Produkt‘ jede Ware oder Dienstleistung …

d) ‚Geschäftspraktiken von Unternehmen gegenüber Verbrauchern‘ (hereinafter also called business practices') any act, Failure, Conduct or representation, commercial communication including advertising and marketing, by a trader, directly connected with the promotion, related to the sale or supply of a product to consumers;

and) ‚wesentliche Beeinflussung des wirtschaftlichen Verhaltens des Verbrauchers‘ die Anwendung einer Geschäftspraxis, to the consumer's ability, make an informed decision, appreciably affecting, thereby causing the consumer to take a transactional decision, he would not have taken otherwise;

i) ‚Aufforderung zum Kauf‘ jede kommerzielle Kommunikation, which indicates characteristics of the product and the price in a way, which is the means of the commercial communication used and thereby enables the consumer to, to make a purchase;

k) ‚geschäftliche Entscheidung‘ jede Entscheidung eines Verbraucher darüber, whether, how and under what terms to purchase, make payment in whole or in part,, wants to keep a product or release or to exercise a contractual right in relation to the product, independently of, whether the consumer decides, to act or to refrain from action by ".

6 In Art. 5 Directive 2005/29 it is:

„(1) Unlautere Geschäftspraktiken sind verboten.

(2) Eine Geschäftspraxis ist unlauter, when

a) sie den Erfordernissen der beruflichen Sorgfaltspflicht widerspricht

and

b) sie in Bezug auf das jeweilige Produkt das wirtschaftliche Verhalten des Durchschnittsverbrauchers, she reaches or to whom it is addressed or of the average member of a group of consumers, when a commercial practice to a particular group of consumers turn, is significantly influenced by or adapted, to influence it significantly.

(4) Unlautere Geschäftspraktiken sind insbesondere solche, the

a) irreführend im Sinne der Artikel 6 and 7 [are]

…“

7 Art. 6 ("Misleading actions') Directive 2005/29 certainly:

„(1) Eine Geschäftspraxis gilt als irreführend, if it contains false information and is therefore untruthful or in any way, including overall presentation, even deceives with factually correct information to the average consumer in relation to one or more of the items listed below or to deceive him and is suitable or is likely to cause him in any case to take a transactional decision, he would not have taken otherwise:

d) der Preis, The pricing calculation or the existence of a specific price advantage;

…“

8 Art. 7 ("Misleading omissions") Directive 2005/29 reads:

„(1) Eine Geschäftspraxis gilt als irreführend, if it omits material information in a specific case, taking into account all the circumstances and the limitations of the communication medium, requires that the average consumer depending on the circumstances, to take an informed transactional decision, and thereby causes the average consumer to take a transactional decision or is likely to cause, he would not have taken otherwise.

(2) Als irreführende Unterlassung gilt es auch, when a trader substantial information in accordance with paragraph 1 concealed considering the details described therein or in an unclear, incomprehensible, ambiguous or untimely manner does not provide or fails to the commercial intent of the commercial practice is not identified, unless it arises from the context, and this is in each case causes the average consumer to take a transactional decision or is likely to cause, he would not have taken otherwise.

(3) Werden durch das für die Geschäftspraxis verwendete Kommunikationsmedium räumliche oder zeitliche Beschränkungen auferlegt, so these limitations and any measures, the trader has taken, order to provide consumers with the information otherwise available, when deciding, whether information has been omitted, considered.

(4) Im Falle der Aufforderung zum Kauf gelten folgende Informationen als wesentlich, provided they do not result directly from the circumstances:

a) die wesentlichen Merkmale des Produkts in dem für das Medium und das Produkt angemessenen Umfang;

b) Anschrift und Identität des Gewerbetreibenden, such as his trading name and, where appropriate, address and identity of the trader, for he is;

c) der Preis einschließlich aller Steuern und Abgaben oder in den Fällen, where the price due to the nature of the product can not reasonably be calculated in advance, The pricing calculation and, where appropriate, all additional freight, delivery- or postal charges or cases, where these charges can not reasonably be calculated in advance, the fact, that such additional charges may apply;

d) die Zahlungs-, delivery- and performance and the process for dealing with complaints, if they depart from the requirements of professional diligence;

and) für Produkte und Rechtsgeschäfte, the one resignation- include or Withdrawal, the existence of such a right.

(5) Die im Gemeinschaftsrecht festgelegten Informationsanforderungen in Bezug auf kommerzielle Kommunikation einschließlich Werbung oder Marketing, referred to in the non-exhaustive list in Annex II, are considered essential. "

Danish law

9 Die Richtlinie 2005/29 wurde mit dem Lov nr. 1547 om ændring af lov om markedsføring (Implementation of the Directive on unfair commercial practices, inspections, etc.) (Gesetz Nr. 1547 zur Änderung des Marketinggesetzes [Implementation of the Directive on Unfair Commercial Practices, Kontrolluntersuchungen u. a.]) from 20. December 2006 (hereinafter: Law amending the Marketing Act) implemented in Danish law.

10 § 3 des Markedsføringslov (Marketinggesetz) in the version applicable to the main proceedings version (hereinafter: Marketinggesetz) certainly:

"Trader may not use any false or misleading information or withheld material information, When appropriate, to affect the economic behavior of the consumer or other trader noticeable on the market.

Marketing, the content to, Form or the method used is misleading or aggressive, or the consumer or trader undue influence exposes and is suitable, to influence noticeably in their economic behavior, is inadmissible.

must be occupied correctness factual information.

The Minister of Industry and Growth specifies details of certain forms of marketing, which are considered under EU law in relation to the consumer in all circumstances considered unfair. "

11 In den Erläuterungen zum Gesetzesvorschlag Nr. L 2 from 4. October 2006, underlying the Act amending the Marketing Act, it is:

„Die Art. 6, 7, 8 and 9 the [Directive on unfair commercial practices] sind in eine Neufassung der geltenden Bestimmung über Irreführung und unlauteres Marketing in § 3 aufzunehmen, including a new provision, with the persistence of the Directive when an invitation to purchase towards the consumer information requirements to be included. "

12 In den Materialien dieses Gesetzes zum Vorschlag für § 3 Abs. 1, der der Fassung von § 3 Abs. 1 des Marketinggesetzes zugrunde liegt, it is:

"The omissions may consist, the trader conceals essential information or provides in an unclear, incomprehensible, provides ambiguous or otherwise inappropriately. When assessing the question, whether a material omission exists, However, to consider the circumstances of the marketing, including all restrictions, which are connected to the means of communication used. Furthermore, any measures should be considered, the trader has taken, to provide information in other forms of marketing available. However there may be certain essential information, their denial even with an advertisement in the media, imposed by the temporal and spatial restrictions, under all circumstances would be misleading. The final determination of the question, whether an infringement has occurred, based as before on a concrete assessment of the specific market. "

The main proceedings and questions referred

13 Canal Digital ist ein Unternehmen mit Sitz in Dänemark, the consumers television programs, u. a. in the form of packets, makes available.

14 Canal Digital ist vor dem Ret i Glostrup (Gericht Glostrup, Denmark) accused, in the context of in autumn 2009 durchgeführten Werbekampagne für Abonnements in sechs Fällen u. a. gegen § 3 Abs. 1 des Marketinggesetzes verstoßen zu haben.

15 Nach den Ausführungen dieses Gerichts bestand diese Kampagne aus zwei im Fernsehen und im Internet verbreiteten Werbespots sowie aus drei Banner-Ads im Internet, u. a. on the home page of the site of Canal Digital.

16 Der Preis dieser Abonnements setzte sich zum einen aus einer Monatsgebühr von 99 Danish crowns (DKK) (about 13,30 €) or 149 DKK (about 20 €) and on the other a half-yearly fee 389 DKK (about 52,30 €) for a "service map" together.

17 In den beiden im Fernsehen und im Internet verbreiteten Werbespots wurde die Monatsgebühr in einem Filmkommentar genannt sowie in einem Kreis und in einem Text am unteren Bildrand angezeigt. Detail biannual "card services" were lacking in the film comment. The amount of this "mapping service" fee was indicated in a text at the bottom, where the exact costs was specified, the consumer in the first year of subscription (hereinafter: Minimum term) had to pay. The subscribers of the minimum term including the "card services" to total sales price was also displayed in the circle on the scene in a smaller font than the monthly fee, However, not mentioned in the film's comment Advertising Sports. The text by pointing to the biannual "Card service" and the paying in of the minimum term to total price, which appeared in a smaller font at the bottom, has been displayed for longer than the circle (about six seconds). The advertisement, in which the price of 99 DKK was given, appeared the monthly fee in the county in a font size, which is about four times larger than the text at the bottom. This text was white and partly, u. a. with respect to the semi-annual "card services", displayed on a bright background. The advertisement, in which the price of 149 DKK was given, appeared the monthly fee in the county in a font size, the one and a half times larger than the text at the bottom. This text appeared in white letters on a blue and green background.

18 In einer der Banner-Ads war die Monatsgebühr, d. h. 99 DKK, indicated in a circle. the total price indicated - in this circle was also - in a smaller font, the consumer had to pay for the minimum term. Detail biannual "card services" lacked. consumers could Click this banner ad to know more about the Subscription, u. a. the "card services".

19 In den beiden anderen Banner-Ads war nur die Monatsgebühr, d. h. 99 DKK, given. By clicking on the banner ads of consumers came to the home page of the site of Canal Digital, where he could know more about subscribing, u. a. the biannual "card services".

20 Der letzte, prosecutions underlying case concerns the homepage of the website of Canal Digital. There, the subscriptions were offered under the heading 'Denmark's cheapest digital TV package with HDTV ". This text was connected to a circuit, in which the price, d. h. 99 DKK, was given. Under this indication of paying for the minimum term to total price is displayed in a smaller font. Further down on the page and in another, smaller font and even further below under the heading "Offer Conditions" There were information biannual "card services". There was also the paying for the minimum duration for the total price including the "card services" stated.

21 Mit der Begründung, Canal Digital has not sufficiently clearly pointed out, that the specified monthly fee 99 DKK or 149 DKK a subscription a biannual "Card service" of 389 DKK then contract, wurde vor dem vorlegenden Gericht in den sechs oben genannten Fällen ein Verfahren wegen Verstoßes gegen § 3 Abs. 1 des Marketinggesetzes gegen Canal Digital eingeleitet.

22 Das vorlegende Gericht weist darauf hin, dass die Bestimmungen von Art. 7 Abs. 1 and 3 Directive 2005/29 not have been added to the Marketing Act, but only in the notes to the materials of the bill, the led to the adoption of this law, be mentioned, and doubts about the compatibility of this law with the Directive.

23 Da das Ret i Glostrup (Gericht Glostrup) further believes, dass der Ausgangsrechtsstreit Fragen zur Auslegung der Art. 6 and 7 this Directive raises, decided it, stay the proceedings and refer the following questions for a preliminary ruling to the Court:

1. Ist die Richtlinie 2005/29 be interpreted as meaning, dass sie einer nationalen Regelung wie der des § 3 des Marketinggesetzes entgegensteht, the misleading practices, also in connection with incitements to purchase, prohibits, aber weder in diesem § 3 noch an anderer Stelle im Gesetz die Beschränkungen erwähnt, die aus Art. 7 Abs. 1 Directive, is what to consider, whether a commercial practice omits material information, requires that the average consumer depending on the circumstances, to take an informed transactional decision, und aus Art. 7 Abs. 3 der Richtlinie folgen, is what to consider, that imposed by the communication medium used temporal and spatial restrictions?

2. Ist Art. 6 Directive 2005/29 be interpreted as meaning, that in cases, where a trader has chosen, the price for a subscription to assemble so, that the consumer has to pay both a monthly fee as well as a half-yearly fee, would be regarded as misleading action, if the monthly fee in the advertisement is highlighted, but quite deprived of the semi-annual fee or shown only on a less conspicuous way,?

3. Ist Art. 7 Directive 2005/29 be interpreted as meaning, that in cases, where a trader has chosen, the price for a subscription to assemble so, that the consumer has to pay both a monthly fee as well as a half-yearly fee, would be regarded as a misleading omission, if the monthly fee in the advertisement is highlighted, but quite deprived of the semi-annual fee or shown only on a less conspicuous way,?

4. Ist bei der Beurteilung der Frage, whether a commercial practice in the in the questions 2 and 3 Described case is misleading, considered, whether the advertising described

a) den Gesamtpreis des Abonnements für die Mindestlaufzeit, including the half-yearly fee, indicates

und/oder

b) über Anzeigen und Werbung im Internet erfolgt, where reference to the site of the trader, of the semi-annual fee and / or the total price of the subscription, including the half-yearly fee, It can be seen?

5. Ist es für die Beantwortung der Fragen 2 and 3 relevant, whether marketing on television advertising is done?

6. Sind die bei einer Aufforderung zum Kauf wesentlichen Informationen in Art. 7 Abs. 4 Directive 2005/29 listed exhaustively?

7. Bei Bejahung der Frage 6: Schließt es Art. 7 Abs. 4 Directive 2005/29 out, an invitation to buy, when the price is specified, a consumer in total in the first year of subscription (Minimum term) has to pay, from. B. dann als irreführende Geschäftspraxis im Sinne von Art. 7 Abs. 1 and 2 oder Art. 6 der Richtlinie anzusehen, If further information about the individual - be granted constituents of the commodity price - but not all?

The questions

The first question

24 Mit seiner ersten Frage möchte das vorlegende Gericht wissen, ob Art. 7 Abs. 1 and 3 Directive 2005/29 must be interpreted as, in order to assess, whether a commercial practice is to be regarded as a misleading omission, the relationship, where this practice is, u. a. spatial or temporal limitations of the communication medium used, is also to be considered, if such a requirement can not be expressly inferred from the wording of the legislation concerned.

25 Es ist darauf hinzuweisen, that Directive 2005/29 according to its recitals 5 and 6 sowie ihrem Art. 1 einheitliche Regeln zu unlauteren Geschäftspraktiken von Unternehmen gegenüber Verbrauchern aufstellen soll, to contribute to the smooth functioning of the internal market and to achieve a high level of consumer protection (Judgment of 23. April 2009, VTB-VAB and Galatea, C-261/07 and C-299/07, EU:C:2009:244, Rn. 51).

26 Mit dieser Richtlinie werden diese Regeln somit auf Unionsebene vollständig harmonisiert. Therefore, Member States may, wie dies in Art. 4 der Richtlinie ausdrücklich vorgesehen ist, adopt stricter rules than those laid down in the Directive, even not, to achieve a higher level of consumer protection (Judgment of 23. April 2009, VTB-VAB and Galatea, C-261/07 and C-299/07, EU:C:2009:244, Rn. 52).

27 Es ist ferner darauf hinzuweisen, dass Art. 7 Abs. 1 and 3 Directive 2005/29 defines the framework for the assessment of business practices, by clarifying, that for the determination, whether practices or omissions are to be regarded as misleading, the relationship, in which those practices, and due to the communication medium spatial or temporal limitations are taken into account.

28 Eine nationale Regelung, after the connection, in dem eine Geschäftspraxis steht – u. a. which caused by the medium used to communicate the commercial practice spatial or temporal restrictions, and all measures, the trader has taken, order to provide consumers with the information available elsewhere - for assessing, ob diese Praxis als irreführende Unterlassung im Sinne von Art. 7 Directive 2005/29 is considered, is not taken into account, consequently does not meet the requirements of Directive.

29 Die im Ausgangsverfahren anwendbare nationale Regelung erwähnt zwar nicht ausdrücklich, that in the assessment of the relevant business practice, the relationship, in which it is, particularly associated with the communication method used conditions and limitations have to be considered. However, the referring court notes, that in the notes to the draft law transposing the Directive 2005/29 Reference is made to such a requirement. To this end, the Danish Government argued in the written procedure, that the legal materials in the legal traditions of the Kingdom of Denmark and the Nordic countries TO ISSUE a special status, as the courts and public administrations zumäßen these materials in the interpretation of a legislative act of great importance.

30 Unter diesen Umständen ist darauf hinzuweisen, that the resultant obligation under a directive, to achieve the result envisaged by the directive, und die sich aus dem in Art. 4 Abs. 3 Unterabs. 2 EUV niedergelegten Grundsatz der loyalen Zusammenarbeit ergebende Pflicht, to take all appropriate to fulfill this obligation, general or particular, all the authorities in the Member States and thus within their jurisdiction is also responsible for the courts (vgl. u. a. Case 10. April 1984, Colson and Kamann, 14/83, EU:C:1984:153, Rn. 26, from 8. September 2011, Rosado Santana, C‑177/10, EU:C:2011:557, Rn. 51, and from 19. April 2016, OF, C‑441/14, EU:C:2016:278, Rn. 30).

31 Vor allem den nationalen Gerichten obliegt es nämlich, to provide the legal, arising for individuals from the Union standards, ensure and their full effect (Judgment of 8. September 2011, Rosado Santana, C‑177/10, EU:C:2011:557, Rn. 52).

32 Bei der Anwendung des innerstaatlichen Rechts, in particular legislative provisions specifically adopted for the implementation of the requirements of a directive, In addition the national court must interpret national law as far as possible to the wording and the purpose of this Directive, um das in ihr festgelegte Ergebnis zu erreichen und so Art. 288 Abs. 3 AEUV nachzukommen (Case 5. October 2004, Pfeiffer u. a., C-397/01 to C-403/01, EU:C:2004:584, Rn. 113 und die dort angeführte Rechtsprechung, and from 19. April 2016, OF, C‑441/14, EU:C:2016:278, Rn. 31).

33 Das Gebot einer unionsrechtskonformen Auslegung des nationalen Rechts ist dem AEU-Vertrag immanent, since the national court is made possible by, to ensure the full effectiveness of EU law within its jurisdiction, when deciding on the action pending before that court between (Judgment of 5. October 2004, Pfeiffer u. a., C-397/01 to C-403/01, EU:C:2004:584, Rn. 114).

34 Im vorliegenden Fall obliegt es somit dem vorlegenden Gericht, which is concerned with a method such as the main proceedings, the the scope of Directive 2005/29 concerns and goes back to a incurred after the deadline for transposing Directive facts, in the application of rules of national law, which have been specifically enacted to implement this Directive, this as far as possible be interpreted so, that they can be applied in accordance with the objectives of Directive (Case 5. October 2004, Pfeiffer u. a., C-397/01 to C-403/01, EU:C:2004:584, Rn. 117, and from 19. April 2016, OF, C‑441/14, EU:C:2016:278, Rn. 31).

35 Für die Beantwortung der ersten Frage ergibt sich daraus, dass Art. 7 Abs. 1 and 3 Directive 2005/29 must be interpreted as, in order to assess, whether a commercial practice is to be regarded as a misleading omission, the relationship, in dem diese Geschäftspraxis steht – u. a. the limitations of the communication medium used for this practice, the due this communication medium spatial or temporal limitations and any measures, the trader has taken, um den Verbrauchern die Information anderweitig zur Verfügung zu stellen –, is also to be considered, if such a requirement can not be expressly inferred from the wording of the legislation concerned.

The second question

36 Mit seiner zweiten Frage möchte das vorlegende Gericht wissen, ob Art. 6 Abs. 1 Directive 2005/29 must be interpreted as, that in cases, where a trader has chosen, the price for a subscription to assemble so, that the consumer has to pay both a monthly fee as well as a half-yearly fee, this practice is to be regarded as a misleading omission, if the monthly fee in the advertisement is highlighted, but quite deprived of the semi-annual fee or shown only on a less conspicuous way,.

37 According to Art. 6 Abs. 1 Directive 2005/29 applies a commercial practice is misleading, if they in any way, including overall presentation, den Durchschnittsverbraucher in Bezug auf einen oder mehrere der in dieser Bestimmung aufgeführten Punkte – darunter u. a. pricing or. is deceptive or likely to deceive and the consumer, or are likely to cause a transactional decision - the type of price calculation, he would not have taken otherwise.

38 Aus dem Wortlaut dieser Bestimmung ergibt sich, that the constituent elements set out in a misleading commercial practice primarily from the perspective of the consumer have been designed as addressees of unfair commercial practices (Judgment of 19. September 2013, CHS Tour Services, C‑435/11, EU:C:2013:574, Rn. 43).

39 Hierbei ist darauf hinzuweisen, that the applicable standard of the reasonably well informed and reasonably observant and critical average consumer considering social, cultural and linguistic factors is (Judgment of 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 22). Furthermore, the notion of "average consumer" is based, as evidenced by the 18. Recital of Directive 2005/29 results, not a statistical test, and the national courts and authorities will have in assessing the question, as the average consumer would react in a given case typically, rely on their own judgment.

40 This results in, that the referring court for the assessment, whether business practices such as those at issue in the main proceedings the average consumer are suitable deceived about the price or to hide the, shall determine, whether the affected commercial communication resulted in light of all relevant circumstances, that the average consumer an attractive price was tricked, who ultimately prove to be misleading.

41 Unter Umständen wie denen des Ausgangsverfahrens könnte gegebenenfalls u. a. be considered, that the sale of TV channels through a wide range of generally characterize both by cost profiles as well as on their content very structured deals and combinations, resulting in a significant imbalance of information, which may confuse consumers.

42 Im Gegensatz zu Art. 7 Abs. 1 and 2 dieser Richtlinie enthält Art. 6 Abs. 1 Directive 2005/29 any reference to spatial or temporal limitations of the communication medium used. It is therefore to close, that the time constraints, where certain communication media such as television commercials may be subject to, bei der Beurteilung des irreführenden Charakters einer Geschäftspraxis am Maßstab von Art. 6 Abs. 1 der Richtlinie nicht berücksichtigt werden können.

43 Wird der Preis eines Produkts im Sinne von Art. 2 Buchst. c der Richtlinie 2005/29 divided into several components, one of which is particularly pointed out in the marketing, while the other, in which it is nevertheless an unavoidable and predictable part of the price, is entirely withheld or presented in less visible ways, must be assessed in particular, whether this view can lead to a false perception of the whole range.

44 Dies wäre u. a. the case, if the average consumer due to the mistaken belief, he must pay only the highlighted price component, the erroneous impression could be, him become a particularly advantageous price offered. judge this, for the national court.

45 Ferner muss die Geschäftspraxis nach dem Wortlaut von Art. 6 Abs. 1 Directive 2005/29 the average consumer or is likely to "take a transactional decision [cause], he would not have taken otherwise ".

46 Insoweit ist hervorzuheben, that the price of the average consumer generally is a determining factor, if it has to make business decisions.

47 Wenn der Preis in mehrere Bestandteile aufgeteilt ist, for the assessment, whether the affected business practice may cause the average consumer to take a transactional decision, he would not have taken otherwise, u. a. significantly, if it is the withheld or less visible component is a significant component of the total price.

48 Hinsichtlich des Umstands, that the charge payable for the minimum duration Total price of the subscription is called, the referring court to assess, whether the general presentation of the relevant business practices, in particular of the total price of the subscription, the average consumer actually allowed, to make an informed business decision, or whether the legislation at issue in the main proceedings commercial message opposite was altogether suitable, causing an erroneous perception of the offer. In order to do particular, whether the average consumer could see, that the conclusion of subscriptions involved anything other than the monthly fee.

49 Nach alledem ist auf die zweite Frage zu antworten, dass Art. 6 Abs. 1 Directive 2005/29 must be interpreted as, that a practice, which consists in, divide the price into several components and highlight one of them, is classified as misleading, if it is capable, to convey to the average consumer the false impression, that is offered to him a favorable price, and to entice him, take a transactional decision, he would not have taken otherwise, which is for the referring court to consider taking into account all relevant circumstances of the main proceedings. The time constraints, where certain communication media such as television commercials may be subject to, dürfen bei der Beurteilung des irreführenden Charakters am Maßstab von Art. 6 Abs. 1 dieser Richtlinie allerdings nicht berücksichtigt werden.

The third question

50 Mit seiner dritten Frage möchte das vorlegende Gericht wissen, ob Art. 7 Directive 2005/29 must be interpreted as, that in cases, where a trader has chosen, the price for a subscription to assemble so, that the consumer has to pay both a monthly fee as well as a half-yearly fee, this practice is to be regarded as a misleading omission, if the monthly fee is emphasized in marketing, the semi-annual fee but quite withheld or presented in a less conspicuous manner.

51 Zunächst ist hervorzuheben, dass Art. 7 Directive 2005/29 zwischen den in Art. 2 Buchst. i dieser Richtlinie definierten Aufforderungen zum Kauf und anderen Geschäftspraktiken differenziert. Während alle Geschäftspraktiken einschließlich der Aufforderungen zum Kauf den Bestimmungen von Art. 7 Abs. 1 to 3 and 5 subject to the Directive, fall namely only commercial practices, which are classified for sale than calls, unter Art. 7 Abs. 4 Directive (vgl. to that effect from 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 24).

52 The assessment, ob die in Rede stehenden kommerziellen Mitteilungen als Aufforderungen zum Kauf im Sinne von Art. 2 Buchst. i der Richtlinie 2005/29 can be classified, for the national court, being clear, that a commercial release will not necessarily an actual possibility of buying or should be associated with such a possibility, represent a solicitation to buy (vgl. to that effect from 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 32).

53 Sodann ist darauf hinzuweisen, dass nach Art. 7 Abs. 1 Directive 2005/29 „[and]ine business practice ... as misleading [gilt], if it omits material information in a specific case, taking into account all the circumstances and the limitations of the communication medium, requires that the average consumer depending on the circumstances, to take an informed transactional decision, and thereby causes the average consumer to take a transactional decision or is likely to cause, he would not have taken otherwise ".

54 Eine Geschäftspraxis wird nach Art. 7 Abs. 2 dieser Richtlinie ebenfalls als irreführende Unterlassung angesehen, when a trader substantial, required by the consumer information concealed or unclear, incomprehensible, is ambiguous or untimely manner does not provide timely and this causes the consumer to take a transactional decision or is likely to cause, he would not have taken otherwise.

55 Da der Preis für den Verbraucher grundsätzlich ein bestimmender Faktor ist, if it has to make business decisions, he is to be regarded as a requisite information, to allow the consumer, to take such a decision in an informed manner.

56 Ferner ergibt sich aus Art. 7 Abs. 4 dieser Richtlinie, that a practice, which was previously classified as a solicitation to buy, a number of basic information, which are listed in this article and are considered essential, must contain, the consumer needs, to take an informed transactional decision. Without this information,, to which the price counts, applies a solicitation to buy as misleading (vgl. to that effect from 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 24).

57 Wie in Rn. 39 des vorliegenden Urteils ausgeführt, for the national court to establish, whether the provisions at issue in the present case business practices on the basis of the perception of the reasonably well informed and reasonably observant and critical average consumer taking into account social, cultural and linguistic factors are misleading.

58 Das nationale Gericht hat somit, wie sich aus Art. 7 Abs. 1 to 4 Buchst. c der Richtlinie 2005/29 results, taking into account the actual circumstances of the relevant business practice, des verwendeten Kommunikationsmediums – u. a. and to assess the nature and characteristics of the product concerned - its limitations, is whether the denial of an essential information like the price causes or is likely to cause the average consumer to take a transactional decision, he would not have taken otherwise (vgl. to that effect from 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 52, 53 and 58).

59 Das vorlegende Gericht wird u. a. have to consider, whether the information relating to the costs incurred for the minimum term total price of subscription, even if it was given in the commercial communication, not concealed or unclear, incomprehensible, ambiguous or untimely manner not provided in good time and thus was the average consumer was prevented, to recognize, that the conclusion of subscriptions involved anything other than the monthly fee, and consequently it, to make an informed business decision.

60 Im Hinblick auf den TV-Werbespot hat das vorlegende Gericht die zeitlichen Zwänge zu berücksichtigen, which is subject to this form of communication. It must also be noted, dass gemäß Art. 2 Buchst. i dieser Richtlinie, which refers to incitements to purchase, the characteristics of the product must be expressed in a manner, the media used the appropriate. This results in, that is not independent of the form, in which the commercial communication takes place - on radio or television, electronic or paper - the same degree of accuracy may be required in the description of the product (vgl. Judgment of 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 45). Also be noted, that the time, on the consumer has, to evaluate the communicated to him in a television commercial information, is limited.

61 Zudem ist zur Weiterleitung auf die Website des Gewerbetreibenden, on the semi-annual fee is specified, noted, dass nach Art. 7 Abs. 3 der Richtlinie bei der Entscheidung darüber, whether information has been omitted, spatial or temporal limitations of the communication medium and the measures, the trader has taken, order to provide consumers with the information otherwise available, are taken into account.

62 Wie sich jedoch im Licht des mit der Richtlinie 2005/29 objective pursued, namely to ensure a high level of consumer protection, aus dem Wortlaut von Art. 7 Abs. 1 and 2 This Directive gives, are caused by the communication medium used in space or time restrictions on the nature and characteristics of the product to weigh, to realize, whether it was the trader actually impossible, include the information in question or they clear, understandable and clearly provide in the original communication.

63 Ist es unter Berücksichtigung der dem Produkt innewohnenden Eigenschaften und der Beschränkungen des verwendeten Kommunikationsmediums unmöglich, provide all the relevant information about this product, It is therefore admissible, specify only certain of this information in a commercial practice, if the trader for the rest of the information on its website references, sofern diese Website gemäß den Anforderungen von Art. 7 Directive 2005/29 the essential information about the essential characteristics of the product, contains the prices and under the other conditions.

64 Nach alledem ist auf die dritte Frage zu antworten, dass Art. 7 Directive 2005/29 must be interpreted as, that in cases, where a trader has chosen, the price for a subscription to assemble so, that the consumer has to pay both a monthly fee as well as a half-yearly fee, this practice is to be regarded as a misleading omission, if the monthly fee in the advertisement is highlighted, but quite deprived of the semi-annual fee or shown only on a less conspicuous way,, insofar as such an omission is causing the consumer to take a transactional decision or is likely to cause, he would not have taken otherwise, what the national court, taking into account the limitations of the communication medium used, the nature and characteristics of the product and the other measures, the trader has actually taken, order to provide consumers with the essential information on the product is available, must be checked.

The fourth and fifth questions

65 In Anbetracht der Antwort auf die zweite und die dritte Frage sind die vierte und die fünfte Frage nicht zu beantworten.

The sixth and seventh questions

66 Mit seiner sechsten und seiner siebten Frage, which should be considered together, asks the national court, ob Art. 7 Abs. 4 Directive 2005/29 contains an exhaustive list of essential information, which must be specified in an invitation to purchase, and optionally, whether this provision, the classification of such request, in the total price of the subscription is called for the minimum term, excludes a deceptive business practice.

67 Art. 7 dieser Richtlinie, of misleading omissions concerns, sieht in seinem Abs. 4 ago, that there enumerated information applies when an invitation to purchase as much, provided they do not result directly from the circumstances.

68 Im Licht des 14. Recital of Directive 2005/29, according to which '[this policy] [i]m respect of omissions ... a certain number of basic information laid[puts], the consumer needs, to take an informed transactional decision ", ist dieser Art. 7 Abs. 4 be interpreted as meaning, that it contains an exhaustive list of the information, which are part of a solicitation to buy be material.

69 Allerdings ist Art. 7 Abs. 3 der Richtlinie – der auf Aufforderungen zum Kauf anzuwenden ist – zu berücksichtigen, after which the spatial and temporal limitations of the communication medium used and the measures taken into account further can be worn, the trader has taken, order to provide consumers with the information available (vgl. to that effect from 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 66 and 67).

70 Aus dieser Bestimmung ergibt sich u. a., that on the extent of price information based on the nature and characteristics of the product, but also to decide on the basis of the used for the solicitation to buy communication medium and taking into account the additional information provided, where appropriate, by the trader (Judgment of 12. More 2011, Ving Sweden, C‑122/10, EU:C:2011:299, Rn. 68).

71 Schließlich ist darauf hinzuweisen, that the fact, dass der Gewerbetreibende alle in Art. 7 Abs. 4 Directive 2005/29 provides information listed in an invitation to purchase, does not preclude, dass diese Geschäftspraxis als irreführend im Sinne von Art. 6 Abs. 1 oder Art. 7 Abs. 2 dieser Richtlinie eingestuft werden kann.

72 Nach alledem ist auf die sechste und die siebte Frage zu antworten, dass Art. 7 Abs. 4 Directive 2005/29 must be interpreted as, that it contains an exhaustive list of essential information, which must be mentioned in an invitation to purchase. The assessment, whether the particular trader has information requirement, taking into account the nature and characteristics of the product, but also of the communication medium used for the invitation to purchase and the additional information provided, where appropriate, by the trader has sufficient, for the national court. Der Umstand, dass ein Gewerbetreibender in einer Aufforderung zum Kauf alle in Art. 7 Abs. 4 dieser Richtlinie aufgezählten Informationen bereitstellt, does not preclude, dass diese Geschäftspraxis als irreführend im Sinne von Art. 6 Abs. 1 oder Art. 7 Abs. 2 der Richtlinie eingestuft werden kann.

costs

73 Für die Parteien des Ausgangsverfahrens ist das Verfahren ein Zwischenstreit in dem bei dem vorlegenden Gericht anhängigen Rechtsstreit; the decision on costs is a matter for that court. On those for submitting observations to the Court, are not recoverable.

On those grounds, the Court (Fifth chamber) hereby:

1. Art. 7 Abs. 1 and 3 Directive 2005/29 / EC of the European Parliament and of the Council of 11. More 2005 on unfair commercial practices of businesses towards consumers in the internal market and amending Council Directive 84/450 / EEC, Directives 97/7 / EC, 98/27/EC and 2002/65 / EC of the European Parliament and of the Council and Regulation (EG) No.. 2006/2004 des Europäischen Parlaments und des Rates (Directive on unfair commercial practices) must be interpreted as, in order to assess, whether a commercial practice is to be regarded as a misleading omission, the relationship, in dem diese Geschäftspraxis steht – u. a. the limitations of the communication medium used for this practice, the due this communication medium spatial or temporal limitations and any measures, the trader has taken, um den Verbrauchern die Information anderweitig zur Verfügung zu stellen –, is also to be considered, if such a requirement can not be expressly inferred from the wording of the legislation concerned.

2. Art. 6 Abs. 1 Directive 2005/29 must be interpreted as, that a practice, which consists in, divide the price into several components and highlight one of them, is classified as misleading, if it is capable of, to convey to the average consumer the false impression, that is offered to him a favorable price, and to entice him, take a transactional decision, he would not have taken otherwise, which is for the referring court to consider taking into account all relevant circumstances of the main proceedings. The time constraints, where certain communication media such as television commercials may be subject to, dürfen bei der Beurteilung des irreführenden Charakters am Maßstab von Art. 6 Abs. 1 dieser Richtlinie allerdings nicht berücksichtigt werden.

3. Art. 7 Directive 2005/29 must be interpreted as, that in cases, where a trader has chosen, the price for a subscription to assemble so, that the consumer has to pay both a monthly fee as well as a half-yearly fee, this practice is to be regarded as a misleading omission, if the monthly fee in the advertisement is highlighted, but quite deprived of the semi-annual fee or shown only on a less conspicuous way,, insofar as such an omission is causing the consumer to take a transactional decision or is likely to cause, he would not have taken otherwise, what the national court, taking into account the limitations of the communication medium used, the nature and characteristics of the product and the other measures, the trader has actually taken, order to provide consumers with the essential information on the product is available, must be checked.

4. Art. 7 Abs. 4 Directive 2005/29 must be interpreted as, that it contains an exhaustive list of essential information, which must be mentioned in an invitation to purchase. The assessment, whether the particular trader has information requirement, taking into account the nature and characteristics of the product, but also of the communication medium used for the invitation to purchase and the additional information provided, where appropriate, by the trader has sufficient, for the national court. Der Umstand, dass ein Gewerbetreibender in einer Aufforderung zum Kauf alle in Art. 7 Abs. 4 dieser Richtlinie aufgezählten Informationen bereitstellt, does not preclude, dass diese Geschäftspraxis als irreführend im Sinne von Art. 6 Abs. 1 oder Art. 7 Abs. 2 der Richtlinie eingestuft werden kann.

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