Review – Book tip: Legal practice in direct marketing

The topics: Legal Practice in Direct Marketing” covers topics such as advertising law, data protection as well as special legal issues of marketing by letter, telephone, call center, SMS, fax, e-mail and Internet. A guidebook that belongs on every salesperson’s desk. This is because many unnecessary warnings, cease-and-desist declarations and subsequent lawsuits can be avoided.
For practitioners: The great benefit of the work lies in the quick and well-founded overview, and not least in the fact that non-lawyers from sales departments can also understand the content very well. The presentation is catchy. The clarity is supported by numerous highlights and checklists.
Essential basics on competition law: The co-author, Mr. Attorney von Walter (, provides the reader with an insight into the possibilities of conduct in the case of (also alleged) competition violations. Two strategic approaches are highlighted here, the active and the passive approach. The basis for this is the many years of work for a competition association.
Central information on distance selling: The new law on distance selling is compulsory reading for financial service providers due to the new version of the law of 02.12.2004. Consider the case where there is a long-standing business relationship with a customer and an order is placed by letter or telephone. If the business papers here are not designed in accordance with the law, the customer can still withdraw from the contract weeks and months later.
Conclusion: Anyone who engages in advertising (e.g. by e-mail or serial fax) or who does not receive orders exclusively from customers in person should know the rules of the game. This work provides an excellent basis for financial service providers to avoid numerous pitfalls.
Review by RA Johannes Fiala
Legal Practice in Direct Marketing Gabler-Verlag Publication date: 2005 ISBN: 3-409-12698-1 Authors: Schotthöfer/v.Walter/Schmoll Price: 45,90 Euro
( on 19.01.2006)

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Dr. Johannes Fiala Dr. Johannes Fiala

Dr. Johannes Fiala has been working for more than 25 years as a lawyer and attorney with his own law firm in Munich. He is intensively involved in real estate, financial law, tax and insurance law. The numerous stages of his professional career enable him to provide his clients with comprehensive advice and to act as a lawyer in the event of disputes.
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