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Using the case of food labelling, this book demonstrates that the
line between fair and potentially misleading communication can be
approached in empirical terms, supplementing the predominantly
political and legal deliberations that determine how society deals
with these issues. By first critically reviewing the legal
conception of misleading commercial practices manifest in EU law,
the authors discuss whether and how it can be transposed into
empirically measurable terms. Presenting four complementary
experimental studies targeting recurrent grey-zone scenarios on the
Danish food market, the book illustrates the potential of the
so-called ShopTrip test paradigm which simulates and registers
real-life e-shopping behaviour as it unfolds while yielding new
types of data against which opposing assessments of potential
misleadingness can be matched. The results are discussed in the
light of possible paths of theoretical explanation and implications
for future regulative practices, including companies'
self-regulation.
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