20It should be borne in mind, next, that Directive 2005/29 in principle fully harmonises at Community level the rules relating to unfair business-to-consumer commercial practices, so that, as Article 4 thereof expressly provides, Member States may not adopt more restrictive rules than those provided for in the directive, even in order to achieve a higher level of consumer protection (see Case C-304/08 Plus Warenhandelsgesellschaft [2010] ECR I-217, paragraph 41 and the case-law cited).
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