131Next, it must be recalled that, under Article 7(1) of Directive 2005/29, a commercial practice is to be regarded as misleading, and will therefore constitute an unfair commercial practice in accordance with Article 5(4) of that directive, if, when considered in its factual context and taking account of all its features and circumstances and the limitations of the communication medium, two conditions are met. First, the practice must omit material information that the average consumer needs, according to the context, to take an informed transactional decision. Second, the commercial practice must cause or be likely to cause the average consumer to take a transactional decision that he or she would not have taken otherwise.
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