means any advertising which in any way, including its presentation, deceives or is likely to deceive the persons to whom it is addressed or whom it reaches and which, by reason of its deceptive nature, is likely to affect their economic behaviour or which, for those reasons, injures or is likely to injure a competitor;
Complementary to the approach to labelling of foodstuffs, the means of redress that consumers and competitors enjoy against misleading advertising messages should be extended to allegations related to the above-mentioned types of claims.