## Facts

- Alpine Investments BV, a Dutch company, offered financial services by cold calling potential clients in other EU Member States.
- Dutch law prohibited cold calling as a method for providing financial services domestically.
- Alpine Investments contended that the prohibition unlawfully restricted its freedom to provide services under Article 56 TFEU.
- The Netherlands justified the restriction on the basis of consumer protection, arguing cold calling posed risks such as misleading consumers and leading them to unsuitable investments.
- The ECJ was asked to determine whether the Dutch prohibition was compatible with the freedom to provide services under EU law.

## Issues

1. Whether consumer protection is a legitimate ground for restricting the freedom to provide services under Article 56 TFEU.
2. Whether a blanket ban on cold calling to clients in other Member States is a proportionate restriction.
3. Whether host Member States must recognize home state authorization for cross-border service provision unless additional safeguards are strictly necessary.

## Decision

- The ECJ recognized consumer protection as a valid justification for restrictions on the freedom to provide services.
- The Court held that restrictions must be non-discriminatory, suitable, necessary, and proportionate to the objective pursued.
- It found that a total ban on cold calling, including to other Member States where it may be legal, was disproportionate.
- The ECJ concluded less restrictive measures, such as enforcing information requirements or conduct rules, could adequately protect consumers.
- The principle of mutual recognition was emphasized, requiring Member States generally to honor home state authorization unless further requirements are strictly necessary for consumer protection.

## Legal Principles

- Article 56 TFEU guarantees the freedom to provide services across the EU, subject to restrictions justified by overriding reasons of public interest.
- Consumer protection qualifies as such an overriding reason, but any restriction on free movement must satisfy the tests of non-discrimination, necessity, and proportionality.
- The principle of mutual recognition and home state control are central in regulating cross-border financial services, restraining unnecessary host state intervention.
- Host Member States cannot impose blanket restrictions based solely on regulatory differences; all measures must be demonstrably required and proportionate for consumer protection objectives.

## Conclusion

The Alpine Investments judgment confirmed that consumer protection may justify restrictions on cross-border financial services, but such measures must be necessary and proportionate, while respecting the principles of mutual recognition and home state control, thus balancing consumer protection with the free movement of services within the EU.

Alpine Investments BV v Minister van Financiën (Case C-384/93) [1995] ECR I-1141