Sir, Thank goodness for the common sense of the European Court of Justice. I didn’t think I would ever say these words, but overruling the Belgian ban on offering a free product when another is purchased is at least very sensible. 

After not being able to sell bananas because they were too curved and other such nonsense, my faith in the EU has been partially restored. For Belgium to try to impose a law that was against the interests of the consumer made no sense. I hope this gives international brand managers the confidence to introduce more and larger promotions, especially pan-European. The sales promotion industry should remain vigilant and push back against laws in the interest of no one except the legislators. 

David Lebond director, P&MM Sales Promotion