The conciliation committee, at its first formal meeting, quickly reached agreement on a text of the comparative advertising directive on 25 June. The fact that it took only one meeting of the committee showed a remarkable degree of agreement between member states and the EP on the desirability of permitting comparative advertising throughout Europe.
Regardless of the detailed and introspective nature of some of the last-minute amendments to individual articles, the final text clearly states that comparative advertising shall be permitted in all Member States subject to a set of clearly defined and objective criteria.
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