To what extent are ‘selling arrangements’ included

“ The debut of ‘certain selling agreements ‘ has imposed an unneeded straitjacket on the development of the Keck rule. Not merely is the Keck expression excessively narrow ; paradoxically, it is besides excessively wide in that it catches ‘dynamic ‘ steps ( such as limitations on advertisement ) and hence takes them outside the range of Article 28 even though they do impact inter-state trade. ”( C. Barnard, The Substantive Law of the EU. The Four Freedoms ( OUP 2d erectile dysfunction. ) at 149 ) .Discus

Article 28 ( ex 30 ) EC provides that: “Quantitative limitations on imports and all steps holding tantamount consequence shall be prohibited between Member States” . Although this may ab initio look simple, it has caused significant troubles when it comes to steps holding tantamount consequence when the regulations are dimly applicable ( ie. they apply every bit to domestic and non domestic goods ) .

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As will be seen, the confusion around covering with these steps was intended by the ECJ to be halted by the judgement inKeck. This essay will critically measure the determination inKeckin order to see whether it has so served this intent.

A definition of steps holding tantamount consequence to quantitative limitations was introduced by the ECJ in 1974 in the instance ofProcureur du Roi V Dassonville[ 1 ] :

“All trading regulations enacted by Member States which are capable of impeding, straight or indirectly, really or potentially, intra-Community trade are to be considered as steps holding an consequence equivalent to quantitative restrictions.” [ 2 ]

Although this definition proved helpful to the Court, its application tended non to separate between indirectly and straight applicable steps. It was besides really wide, go forthing many ordinances open to scrutiny by the Court. This in bend lead to big sums of judicial proceeding for the Court to cover with [ 3 ] .

InRewe-Zentral AG V Bundesmonopolverwaltung pelt Branntwein[ 4 ] ( “Casis de Dijon” ) a narrower attack was adopted. The instance concerned the legality of a German jurisprudence which prescribed a minimal intoxicant degree of 25 % for certain liquors, including cassis. German cassis was above the 25 % degree, but Gallic cassis was non. Therefore, although the German jurisprudence was dimly applicable, the consequence of the step was to prevent the Gallic cassis from the German market.

The ECJ applied theDassonvilleexpression but went on to province that:

“Obstacles to motion within the Community ensuing from disparities between the national Torahs associating to the selling of the merchandises in inquiry must be accepted in so far as those commissariats may be recognised as being necessary in order to fulfill compulsory demands associating in peculiar to the effectivity of financial supervising, the protection of public wellness, the equity of commercial minutess and the defense mechanism of the consumer.” [ 5 ]

The instance hence introduced the construct of the ‘rule of reason’ to applications of Article 28 in the context of dimly applicable steps. In theCassis de Dijoninstance itself it was held that the step had been enacted in the involvements of public wellness and equity to commercial minutess, but that it was non a necessary agencies to accomplish these aims and was hence in breach of Article 28.

Although theCassis de Dijoninstance placed a bound on the really wide attack of theDassonvilleexpression, it was non without its jobs. The application of the ‘rule of reason’ was hard for domestic tribunals. The ‘Sunday Trading’ instances [ 6 ] demonstrated this when a challenge was made to the legality under Article 28 of national regulations restricting Sunday trading. In some instances it was held by the national tribunals that the regulations were justified, in others that they were disproportional. As a consequence of this unsure attack, a alteration in the manner the ECJ dealt with this job was clearly necessary. This alteration came in the signifier ofKeck and Mithouard[ 7 ] which “marks an of import turning-point in the Court’s law on Article 28” [ 8 ] .

The instances concerned the legality of a Gallic jurisprudence forbiding the resale of goods in an unchanged province at monetary values lower than their purchase monetary value. Keck and Mithouard were prosecuted for breach of this jurisprudence but claimed that the regulation was incompatible with EC jurisprudence. The ECJ considered Article 28 and applied theDassonvilleexpression. It was stated that the statute law could hold the consequence of curtailing the volume of gross revenues of imported goods as it deprived bargainers of an of import method of gross revenues publicity [ 9 ] . The Court so went on to province that:

“In position of the increasing inclination of bargainers to raise Article 30 of the Treaty as a agency of disputing any regulations whose consequence is to restrict their commercial freedom even where such regulations are non aimed at merchandises from other Member States, the Court considers it necessary to re-examine and clear up its instance jurisprudence on this matter.” [ 10 ]

The Court so considered theCassis de Dijoninstance and the extent to which the application of regulations which limited free motion of goods could be justified as in the public involvement:

“However, contrary to what has antecedently been decided, the application to merchandises from other Member States of national commissariats curtailing or forbiding certain merchandising agreements is non such as to impede straight or indirectly, really or potentially, trade between Member States within the significance of theDassonvillejudgement … provided that these commissariats apply to all affected bargainers runing within the national district and provided that they affect in the same mode, in jurisprudence and fact, the selling of domestic merchandises and of those from other Member States.” [ 11 ]

It was hence held that Article 28 did non use to ‘selling arrangements’ and hence the Gallic jurisprudence had non been in breach of the EC jurisprudence.

The determination inKeckhas been said to be ‘lacking in principle’ [ 12 ] , yet it has besides been praised for its ‘tendency to cut back on unneeded invasions into the Torahs of the Member States in instances where entree to the relevant national market is non at stake’ [ 13 ] . Possibly the most controversial facet of the determination is the differentiation draw between regulations that are to make with the merchandise itself, and regulations which relate to the merchandising agreements in topographic point for that merchandise. Indeed, it has proved hard to find precisely what is meant by ‘selling arrangements’ [ 14 ] .

InHunermund[ 15 ] druggists were prohibited from advertisement, outside their premises, merchandises which they were authorised to sell. It was held that this was a method of sales-promotion and was hence outside the range of Article 28. Furthermore, inBanchero[ 16 ] suspects to a smuggling charge invoked Article 28 in relation to Italian regulations reserving the retail sale of baccy to authorized distributers. The authorized distributers could merely derive such position where the national organic structure which held a monopoly over baccy production in the state granted it. It was held that the system did non hinder entree to the national market, was a merchandising agreement, and was hence compatible with Article 28 [ 17 ] .

In contrast, measures representing demands to be met, such as a Dutch jurisprudence forbiding traffics in gold and Ag merchandises non bearing certain trademarks (Houtwipper[ 18 ] ) and German Torahs necessitating the labelling of the contents of certain nutrients extra to those specified under EC jurisprudence (Commission v Germany[ 19 ] ) are within the range of Article 28 as they relate to the goods themselves, instead than simply the merchandising of the goods [ 20 ] .

The troubles in deficiency of feasible definition of a ‘selling arrangement’ are seen peculiarly starkly when sing the Courts’ attack to the advertisement of goods. InLeclerc-Siplec[ 21 ] the ECJ held that statute law which prohibits telecasting advertisement in a peculiar sector amounted to a merchandising agreement. Therefore, even a complete prohibition on advertisement of certain merchandises will non come within the range of Article 28 if the prohibition applies to domestically produced and imported merchandises every bit in jurisprudence and in fact, as the Court held when sing a prohibition on telecasting advertisement directed at kids under 12 inKomsummentombudsmannen V De Agostini[ 22 ] . This means that the free motion of goods can be earnestly hampered and the chief proviso designed to forestall this will hold no consequence whatsoever. In this sense, the attack offered byKeckis excessively wide.

However, advertisement and other steps intended to additions gross revenues have non ever been held to be ‘selling arrangements’ . InVereinigte Familiapress Zeitungsverlags- und Vertriebs GmbH V Heinrich Bauer Verlag[ 23 ] Austria had prohibited periodicals from having value draws or competitions. The ECJ formed the position that publishing houses would utilize such competitions with the hope of increasing circulation. However, the regulation was held non to be a merchandising agreement as it concerned the content of the magazine, comparing to a demand to be me. Article 28 applied and the Austrian regulation was in breach of it. Although the step was justifiable under theCassis de Dijonexpression, the commissariats ofKeckwere excessively narrow to include this scenario. This attack hence does non work out the job created by theCassis de Dijoninstance of uncertainness in application.

Furthermore, inSchutzverband gegen unlauteren Wettbewerb V TK-Heimdienst Sass GmbH[ 24 ] Austrian statute law provided that bakers, meatmans and grocers may offer goods for sale on unit of ammunitions in a given administrative territory merely if they besides traded from a lasting constitution in that territory or an next municipality, where they offered the same goods for sale as they did on their unit of ammunitions. It was that this amounted to a ‘selling arrangement’ but one which did hold a differential impact on domestic bargainers and others. This attack hence entails an analysis of market entree, which was a factor in the pre-Kecklegal power, but which was purportedly outside of theKeckattack.

The academic reaction toKeckat the clip of the determination was in the chief critical [ 25 ] and it was argued thatKeckplaced excessively much accent on factual and legal equality at the disbursal of market entree [ 26 ] . It was suggested that denying that selling agreements came within Article 28 every bit long as they did non know apart in jurisprudence or in fact ignored the importance of market entree as trading regulations could be officially equal yet still run so as to suppress market entree [ 27 ] .

Academicians have hence argued for an attack based on market entree, with a chief advocator being Weatherill [ 28 ] . He has suggested that the right attack should be to concentrate on market entree instead than merely factual and legal equality. To this terminal he has proposed a modified trial:

“Measures introduced by governments in a Member State which apply every bit in jurisprudence and in fact to all goods and services without mention to origin and which impose no direct or significant hinderance to the market of that Member State escape the prohibition of Articles 30 and 59 [ as were ] .”

This sentiment was non confined to faculty members, and was raised judicially by Advocate General Jacobs inLeclerc-Siplec[ 29 ] . Jacobs AG felt that advertisement could play an of import function in interrupting down barriers to inter-state trade and was hence disgruntled that it should be outside Article 28. He suggested a alteration to affect a trial of ‘substantial’ hinderance, so that if a significant limitation on entree to the market was moving so it should be caught by Article 28. However, this suggestion was non applied by the ECJ.

Further judicial consideration has come from Advocate General Maduro inAlfa Vita[ 30 ] where he stated that whileKeckwas intended to clear up the scope of Article 28, it had ‘proved to be a beginning of uncertainness for economic operators’ [ 31 ] . He went suggested a three point solution: prohibition of all prejudiced commissariats, whether direct or indirect ; the demand that any auxiliary costs on cross-border activity be justified and ; that any step which impedes to a greater extent the entree to the market and the seting into circulation of merchandises from other Member States should be considered to be an MEQR.

From the analysis above it may be concluded that although the Court inKeckattempted to decide the jobs of both the wide attack ofDassonvilleand the hard to useCassis de Dijon, the consequence has been far from simplistic. Indeed, it is still ill-defined as to exactly what factors the tribunal will see when analyzing the legality of commissariats in relation to Article 28. What is clear though, is that the Court is once more willing to reconsider the attack and there may yet be a farther effort to reconstitute the attack to this country of free motion.


Barnard, C. ( 2001 ) , “Fitting the Staying Pieces into the Goods and Persons Jigsaw? ” , 26 ELRev 35

Connor, T. ( 2005 ) , “Accentuating the Positive: The ‘Selling Arrangement’ , The First Decade, and Beyond” ,International and Comparative Law Quarterly, 54, 1, 127

Craig, P. & A ; De Burca, G. ( 2008 ) ,EU Law: Text, Cases and Materials, 4ThursdayEdition, Oxford University Press

Enchelmaier, S. ( 2004 ) , “Four Freedoms, How Many Principles? ” ,OxfordJournal of Legal Surveies, 24, 155

Chalmers, D. ( 1994 ) , “Repackaging the Internal Market – The Ramifictions of theKeckJudgment” , 19 ELRev 385

Fairhust, J. ( 2007 ) ,Law of the European Union, 6ThursdayEdition, Pearson Longman

Gormley, L. ( 1994 ) , “Reasoning Renounced? The Remarkable Judgment inKeck & A ; Mithouard” EBLRev 63

Reich, N. ( 1994 ) , “The November Revolution:Keck,Meng,AudiRevisited” , 31 CML Rev 459

Roth, W.H. ( 1994 ) , “Casenote onKeckandHunermund” , 31 CML Rev 845

Steiner, J. , Woods, L. , & A ; Twigg-Flesner, C. , ( 2006 ) ,EU Law, 9ThursdayEdition, Oxford University Press, pg 374.

Weatherill, S. , ( 1996 ) , “AfterKeck: Some Ideas on how to Clarify the Clarification” , 33 CML Rev, 885


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