Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2012-2013 (archived)

Module LAW42315: International and Comparative Advertising Law

Department: Law

LAW42315: International and Comparative Advertising Law

Type Tied Level 4 Credits 15 Availability Available in 2012/13 Module Cap None.
Tied to M1K116
Tied to M1K316
Tied to M1K616


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • This module aims at providing a critical understanding of advertising law and the impact that this branch of the law has on a range of public interests, including consumer, health, child and morality protection. This module adopts an international and comparative approach, and deals with a range of topical issues which many legal systems encounter, focusing in particular on the European Union, the USA and the Canadian legal systems..


  • the definition of advertising and the distinction between advertising, product placement and sponsorship
  • the constitutional protection of commercial speech and its limits in the EU, Canada and the USA
  • the regulation of misleading advertising
  • the imposition of disclosure requirements on commercial operators
  • the relationship between advertising regulation and public morality
  • the relationship between advertising regulation and public health protection
  • the relationship between advertising and child protection
  • the regulation of newer forms of marketing
  • cross-border advertising and the development of international standards

Learning Outcomes

Subject-specific Knowledge:
  • On completion of this module, students will have acquired a good understanding of advertising law and how the different interests at stake have influenced its development at national, regional and international levels
  • In particular, students will be able to demonstrate an understanding of the main problems which currently face advertising law and policy
Subject-specific Skills:
  • Students will be able to identify legal problems involving topical aspects of advertising law and assess them critically
Key Skills:
  • Students will be able to conduct independent and thorough comparative research, relying on global, regional and national legislative and policy instruments
  • Through the use of practical case studies, students will learn to act as better-informed consumers and apply the knowledge they will have acquired as part of the course

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • This module is mainly taught through lectures and seminars. The use of seminars recognises the advanced nature of this course and will provide students with an opportunity to use the knowledge they will already have acquired either through the course itself or through set preliminary reading for each topic. It will also enable them to discuss issues in class and develop their discursive and persuasive skills

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Seminars 8 weekly 1 (save for 1 hour intro lecture) 15
Preparation and Reading 135
Total 150

Summative Assessment

Component: Assessed Essay Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Assessed essay 3,000 words 100%

Formative Assessment:

One essay of up to 2,000 words.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University