Communication in the European Community implies, on the one hand, showing respect for differences, and, on the other hand, the minimum existence of a common language, values, representations and shared interests. Once signed, the Single European Act and the European Community area appeared to meet, in the opinion of the followers of global marketing, all the conditions necessary for achieving the success in this type of marketing. But the European Economic Community includes many cultures, twenty-three official languages, different laws and regions having various consumption needs. Therefore, the hegemony of a global advertising communication or of a local advertising communication is not possible.