Such an approach is consistent with the principles enunciated by the Court of Justice, which has pointed out on several occasions that, in order to determine whether a claim is capable of misleading the consumer, it is necessary to consider the latter’s expectations, taking account of the specific context and circumstances in which the claim is made, including social, cultural and linguistic factors [5].
Selline käsitlus on kooskõlas seisukohtadega, mida Euroopa Kohus on mitmel puhul väljendanud: tegemaks kindlaks, kas väide on tarbijat eksitav, tuleb arvestada tarbija ootusi ning neid konkreetseid olusid ja asjaolusid, millega seoses väide on tehtud, sealhulgas ühiskondlikke, kultuurilisi ja keelelisi tegureid [5].