"The author provides a systematic and comprehensive analysis of primary law as interpreted by the European Court of Justice in its relevant case law and of Community legislation pertaining to fair trading. He demonstrates that the countless specific fair trading rules are based on a common general concept of fair trading. The author thus unveils a principle of fair trading in the acquis communautaire, which he defines not only in content but also in scope, proving it to be a general principle of Internal Market law. The interrelationship between fair trading and the functioning of the Internal Market is one of the central themes of the book, which, unlike other fair trading related analyses, attaches particular weight to the role of primary law." "Finally, in the light of the previous findings a stand is taken on the current initiative to adopt a directive on unfair commercial practices, which is the latest manifestation of the recurring idea of horizontal harmonisation in this field."--BOOK JACKET.