Article 2
1. The promotional measures referred to in Article 1: (a) with the exception of the measure referred to in Article 1 (2) (b), shall be proposed by organizations with many years' experience of milk and milk product promotion, in particular as regards their nutritional value; only one proposal per Member State shall be considered for the measures referred to in Article 1 (2) (a); (b) shall be carried out by the organization which has made the proposal or submitted the tender, in cases where that organization must use subcontractors, the proposal or tender must contain a duly-justified application for a derogation; (c) must: - make use of the means best suited to ensure maximum effectiveness of the measure undertaken, - take account of the particular conditions obtaining with regard to the marketing and consumption of milk and milk products in the Member State concerned, - not replace similar measures but, where appropriate, expand them. Proposals or tenders put forward by organizations whose activities are exclusively or in part concerned with the production, distribution or sales promotion of products which imitate milk and milk products shall not be taken into consideration. 2. The measures referred to in Article 1 shall be carried out by bodies which: (a) have the necessary qualifications and experience; (b) guarantee the satisfactory completion of the work. 3. Community financing is hereby fixed at 100 % of expenditure. 4. For the purposes of applying paragraph 3, no account shall be taken of administrative expenses incurred in carrying out the measures in question. 5. Financing of general expenses incurred in carrying out the measures referred to in Article 1 shall be limited to 2 % of the total amount approved, up to a maximum of ECU 10 000.