Using the case of food labelling, this book demonstrates that the line between fair and potentially misleading communication can be approached in empirical terms, supplementing the predominantly political and legal deliberations that determine how society deals with these issues.

By first critically reviewing the legal conception of misleading commercial practices manifest in EU law, the authors discuss whether and how it can be transposed into empirically measurable terms. Presenting four complementary experimental studies targeting recurrent grey-zone scenarios on the Danish food market, the book illustrates the potential of the so-called ShopTrip test paradigm which simulates and registers real-life e-shopping behaviour as it unfolds while yielding new types of data against which opposing assessments of potential misleadingness can be matched. The results are discussed in the light of possible paths of theoretical explanation and implications for future regulative practices, including companies self-regulation.

Viktor Smith is an Associate Professor at the Department of Management, Society, and Communication, Copenhagen Business School. He has headed and participated in a number of collaborative research projects and is currently leader of the cross-departmental research group FairSpeak at Copenhagen Business School. His key research interests include naming& framing, multimodal communication, and the border-zone between persuasion and communicative fairness.

Daniel Barratt is an Associate Professor at the Department of Management, Society, and Communication, Copenhagen Business School. He is the director of CogLab, a facility for conducting experimental perceptual and cognitive research based at the same department. He has a background in the fields of film, philosophy, and cognitive science. 

Peter Møgelvang-Hansen is Full Professor Emeritus at CBS LAW, Copenhagen Business School. His key research interests are business law, marketinglaw, consumer law, and enforcement. He is the author and co-author of an extensive number of textbooks. academic papers, reports, and white books. He has been a member of a wide range of councils, boards, and commissions. Furthermore, he has been functioning as an expert judge at the Danish Maritime and Commercial Court and a member of the Commission for Marketing and Advertising of ICC Denmark.

Alexander U. Wedel Andersen has a Masters Degree in Intercultural Market Studies from Copenhagen Business School (2019). He has contributed to the work presented in the present book as part of his Master Thesis project and as a Student and Graduate Research Assistant at the Department of Management, Society, and Communication, Copenhagen Business School (2019-2020). He is now working as a Search Engine Marketing Specialist at Bigum&Co.

Part I: Background.- Chapter 1: Setting the scene- Chapter 2: he legal conception of misleading product labelling and its operationalization- Chapter 3: Measuring misleadingness: The preference-conscious choice modelled and observed- Part II: Studies- Chapter 4: Study 1: Low-fat claims on real-market products.-  Chapter 5: Study 2: Low-fat claims on fictitious products.- Chapter 6: Study 3: Whats behind the keyhole.- Chapter 7: Study 4: Local by facts or by atmosphere?- Part III: General discussion.-  Chapter 8: Why do consumers get it wrong?- Chapter 9: Implications for fair labelling practices: How to get it right.- Chapter 10: Concluding remarks.