The New Law of Consumer Protection and the Future Marketing of Bulgarian Companies

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Author: Seniour Assist. Prof. Irena Kuneva (Burgas Free University)

Keywords: consumer protection, maximum harmonization, horizontal policy, Law of Consumer Protection, information rights, product safety, product traceability, producer's responsibility.

This article deals with the need for changing the marketing policy of Bulgarian companies according to the provisions of the new Law of Consumer Protection. In the first part the consumer protection policy in the European Union is dealt with - the reasons that require the introduction of specific mles in the Single European market, the underlying regulations in force, the basic problems and perspectives. The second part of the article reveals Bulgarian consumer protection policy - the main characteristics of the Law of Consumer Protection and of the Rules of Trade, which is in force now and the new moments in the Law of Consumer Protection. The last part analyzes the market conditions that must be built up in order to reach the expected aims of the law. The effects on the marketing policy of Bulgarian companies are motivated in general as principles and orientation, and particularly as inevitable changes in product policy. Special attention is dedicated to the obligation of the company to provide information, to the requirements for product safety, to the rules of labeling, and to the instructions for exploitation.