In order to ensure that the interests of consumers as television viewers are fully and properly protected, the ‘Television without Frontiers’ Directive makes TV advertising subject to a number of minimum rules and standards. The Directive prohibits “surreptitious advertising”, which it defines as ‘the representation in words or pictures of goods, services, the name, the trade mark or the activities of a producer of goods or a provider of services in programmes when such representation is intended by the broadcaster to serve advertising and might mislead the public as to its nature’. Such representation is considered to be intentional in particular if it is done in return for payment or for similar consideration. During a programme broadcast in 2003 on the private TV channel called ‘ALTER CHANNEL’, a cosmetic dental treatment was presented in three sequences: before, during and after the treatment of a patient. The presenter spoke with a dentist, who stated that the treatment was a worldwide innovation. Information was provided about the efficacy and the costs of the treatment. Here to read more.