Legal reguliation and practical problems of comparative advertising

This article analyses regulation of comparative advertising in Lithuania and European Union. It also examines historical assumptions of comparative advertising in selected states and common commercial principles, applicable in all arts of comparative advertising. In addition, this article seeks to ascertain, whether the legal basis in Lithuanian and European Union is unanimous in this field. Furthermore, the appropriate problems were identified and possible solutions of recent regulation were offered. Comparative advertising is allowable only if it corresponds the conditions, noted in legal regulations. Therefore, attention was paid for analysis of these conditions and investigation of appropriate problems, which occur while their application. Insofar it is related with comparative commercial, there were also measured the impact for consumers and other economy subjects, discussed different ways of control and responsibility for violation of comparative advertising regulations. According to the increasing role of self -regulation in national and European Union field, there were also analysed institutions of self-regulation and some related problems