Directive 2005/29/EC on Unfair Commercial Practices was adopted on 11 May 2005 to help consumers benefit from the Internal Market by removing regulatory barriers, deriving from divergent national rules, which discouraged firms from selling and undermined consumers’ trust in buying across the EU. It provides for a high level of consumer protection in all sectors and works as a “safety net” that fills the gaps which are not regulated by other EU sector-specific rules. As far as some practices are not regulated by specific Food Law rules, Directive 2005/29/EC ensures also that foodstuffs consumers are not misled or exposed to aggressive marketing and that any claim made by traders in the EU is clear, accurate and substantiated, thus enabling consumers to make informed and meaningful choices.