12/12/2007 (Agence Europe) - New European measures to combat misleading advertising and aggressive sales practices were due to come into effect throughout the EU on Wednesday 12 December. These measures include a ban on false “free” offers and on advertising based on the “pester power” of children (that is, which contain “a direct exhortation to children” to buy advertised products) on the internet. These techniques are included on a blacklist which notes twelve improper - and, therefore, banned - practices used on consumers. The text of the new directive on unfair commercial practices can be read at http: //eur-lex.europa.eu/LexUriServ/site/en/oj/2005/l_149/l_14920050611en00220039.pdf A shadow is cast over this good piece of news just before Christmas, however, by the fact that 13 member states have yet to incorporate the directive into national law. The Commission has opened procedures against them. (O.L.)