EFFEKTLANDSPRINCIPEN ELLER URSPRUNGSLANDSPRINCIPEN?

Marketing Without Borders – But Which Country's Law Applies in the Digital Single Market?

Den 25 september, kl. 14.30–17.00
IVA, Grev Turegatan 16, Stockholm samt via Zoom
Pris: 300 kronor

The Digital Single Market promises the free movement of online services, yet cross-border marketing often triggers the application of multiple national laws. This seminar explores the relationship between the country-of-origin principle in the E-Commerce Directive and the market-effects principle reflected in Article 6(1) of the Rome II Regulation and Swedish marketing law. It will discuss recent developments and consider their implications for businesses, consumers, and the future of cross-border enforcement in the EU.

The issue is particularly timely, as the Supreme Court granted leave to appeal on 13 April 2026 in Case No. T 3111-25 (Parfümerie Akzente). The Court will consider how the first paragraph of Section 3 of the Electronic Commerce and Other Information Society Services Act (2002:562) should be interpreted and applied, and how that provision relates to Swedish marketing law (Svea Court of Appeal, Patent and Market Court of Appeal, Case No. PMT 12383-21).

Please note: The programme will be held in English!

Talare:
Pedro De Miguel Asensio, Professor, Complutense University of Madrid, Spain

Julia Mannheimer, Legal Compliance Manager H&M Group

Leif Ghanam, Junior Associate, Acapo Onsagers

Lydia Lundstedt, Associate professor, Stockholm University

 

PROGRAMMET

14:30 Coffee

15.00 Welcome – Marianne Levin, professor em., jur. dr, fil. dr h.c., chair SFIR

15.05 From Germany to the Swedish Supreme Court: The Parfümerie Akzente Litigation – Leif Ghanam, Junior Associate, Acapo Onsagers

15.25 Cross-Border Marketing in Practice: An Industry Perspective – Julia Mannheimer, Legal Compliance Manager H&M Group

15.40 The Market Effects Principle in Swedish Marketing Law and Its Relationship with Rome II – Lydia Lundstedt, Associate professor, Stockholm University

15:55 Special Guest Presentation - The Country-of-Origin Principle and the Future of Cross-Border Marketing in the Digital Single Market – Pedro De Miguel Asensio, Professor, Complutense University of Madrid, Spain and author of Conflict of Laws and the Internet (2^nd Edward Elgar 2024)

16.30 Panel Discussion and Q&A - Moderator: Lydia Lundstedt, Associate professor, Stockholm University

17.00 Wine Reception and Networking