To put it very briefly, my view is that the ECJ distinguishes between, on the one hand, advertising media that are strictly immobile – billboards would be a typical example of this – where the very nature of the thing excludes the possibility of cross-border competition, and then explains that, on the other hand, something else might apply to other media such as newspapers, and that this does not have to be excluded as a matter of principle.
Pour faire court : la CJCE distingue selon moi d’un côté, les campagnes publicitaires immobiles - par exemple, les panneaux publicitaires - pour lesquelles la concurrence transfrontalière est exclue en-soi, et de l’autre, les autres supports, comme les journaux, qui peuvent être considérés différemment, car la concurrence ne peut pas être exclue par principe.