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Regulations of advertising within a legal and ethical framework focusing on unfair competition in the Czech Republic
Vojtovič, Jakub ; Winter, Filip (advisor) ; Hejlová, Denisa (referee)
The aim of this bachelor thesis is to present the legal and ethical framework of regulations of advertising, while pointing out the latest changes in this area. The legislation of unfair competition, especially false advertising and comparative advertising which went through some changes due to the new Czech Civil Code is more closely described. In the theoretical part of this thesis first the evolution of advertising in general is described, then it briefly enlightens on the development of regulations of advertising in the Czech Republic. Afterwards the thesis is divided into three main parts which describe ethical self-regulation, legal regulation and unfair competition. The practical part of the work contains examples regarding false and comparative advertising from the last few years. Lastly the content of this thesis is summarized and the author's opinion on the regulation of advertising is offered
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Comparative advertising - the development of legal regulation in the Czech legal order
Kotva, Martin ; Horáček, Vít (advisor) ; Patěk, Daniel (referee)
This thesis is dedicated to analyzing the Czech legal regulation of competitive advertising since the year 1927, while the main focus point of the thesis lies within the analysis of European directives and Commercial code. The beginning of the thesis is dealing with the definition of several crucial terms needed for due orientation in the issue (particularly the terms "economic competition", "competitor", "general clause", "average consumer", "advertisement", "comparative advertising"). After that follows the analysis of the regulation of comparative advertising applicable in specific time periods. In the first analyzed period (1927-1950), comparative advertising was not explicitly regulated. Nonetheless it was being judged according to the general clause and special facts of the case included in the act. No 111/1927 Coll. of laws and decrees. The attitude of the legal practice towards comparative advertising was rather restrained at that time. During the next analyzed time period (1950-1991), economic competition and the regulation of unfair competition was substantially marginalized due to wide social changes. The time period 1992-2001 was, from the unfair competition regulation point of view, important, because it has seen an implementation of a relatively detailed legal regulation of the...
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Unfair advertising
Foltínová, Ľubica ; Černá, Stanislava (advisor) ; Zahradníčková, Marie (referee)
The subject of my doctoral thesis is the analysis of the judicial treatment of unfair advertising. The aim of the thesis is to offer a systematic outlook on the legal environment of advertising from a private and a public law perspective. The legal definition of advertising is given in the Advertising Regulation Act, which can be regarded as the most important public act governing unfair advertising and in the Act on the Operation of Radio and Television Broadcasting, which regulates advertising in television, radio and internet broadcasting. All these definitions belong to the public law area. On the other hand, the definition of unfairness can be found in a private law act, namely in the Commercial Code (Act No.513/1991 Coll.). The unfairness of competition (indirectly of unfair advertising as well) is defined with a general clause against unfair competition. As a result of these definitions, unfair advertising could be understood as the activity, which fulfils the legal definition of advertising and at the same time fulfils the general clause against unfair competition. The thesis consists of three extensive chapters. The first chapter describes the history of unfair advertising and the current legal regulation of this subject from an international, a European and a national perspective. This...
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Prohibited comparative advertising
Křenková, Michaela ; Patěk, Daniel (advisor) ; Eichlerová, Kateřina (referee)
Prohibited comparative advertising The Diploma thesis, Prohibited comparative advertising, deals with prohibited comparative advertising according to Czech legislation and legislation of the European Union. The aim of the thesis is primarily to deal with what makes comparative advertising unlawful. The diploma thesis is divided into four chapters: terminology, development of the legislation in the Czech Republic, comparative advertising legislation in the Czech Republic and the EU legislation, and self regulation of advertising. The attitude of the society to advertising as such has been developing as well as the attitude of the society to the comparative advertising. The legal regulation of unfair competition in the Czech Republic has its origins in the Austro-Hungarian monarchy. After the First World War, the newly created state of the Czechoslovak Republic, became a member state of the Paris Convention for the Protection of Industrial Property. Thus, it bound itself to ensure appropriate legal remedies for nationals of other countries in the Union to suppress unfair competition. Based on this commitment, the Act on Protection Against Unfair Competition, which is the inspiration for the currently valid legislation on unfair competition, was adopted. The legal regulation of comparative advertising...
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Comparative advertisement - the development of regulation in the Czech legal order
Soukupová, Radka ; Horáček, Vít (advisor) ; Patěk, Daniel (referee)
COMPARATIVE ADVERTISEMENT - THE DEVELOPMENT OF REGULATION IN THE CZECH LEGAL ORDER My thesis is aimed particularly to analyse the existing legal regulations on the comparative advertising in the Czech Republic with a view to its comprehensive treatment in the Community law and to summarize the history of the Czech laws not only of the comparative advertising evolution, but also an unfair competition or an unfair advertising in general, as the legislation governing the comparative advertising did not exist until 2001 and particularly the comparative advertising was usually qualified as an unfair competition. The work is divided into seven chapters. First two chapters briefly depict general characteristics of both the economic competition and an unfair competition terms and concepts. The third chapter is devoted to advertising in general. Chapters Four and Five form the core of the thesis. They are dedicated to the phenomenon of the comparative advertising and legislation prevailing in the Czech Republic. In Chapter Four, varying attitudes of different rules of law to comparative advertising are discussed in Section 4.1, and Section 4.2 summarizes the different types of comparative advertising. Section 4.3 is dedicated to the evolution of the legislation on unfair competition or an unfair...
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Comparative advertisement - the development of regulation in the Czech legal order
Dufková, Marie ; Horáček, Vít (advisor) ; Patěk, Daniel (referee)
The Comparative Advertising - development of regulation in the Czech legal order Resumé My thesis analyzes the legal regulation of the comparative advertising in the Czech Republic. It deals not only with the current legislation, but it looks at the historical development and future perspectives too. The goal of my thesis is to provide a thorough guide to the development of its legal regulation within the particular eras of the Czech history, describe different approaches of legislators, judges and professionals, and eventually, I try to evaluate the current situation and draw conclusions. At the very beginning after my introduction I put a short chapter containing a few words about the term "comparative advertising" itself and about the different types of comparative advertising. Then, in the following chapter I chronologically address the issues of legal legislation in the history of the Czech Republic: the first part is dedicated to the time period of so called "First Republic" and its Law on protection against unfair competition and its vast judicature. The second part is concerned with the socialist era in our history, the complete rejection of the economic competition as such and the logical decline in the interest in the unfair competition legislation. The last two parts of this chapter mention the...
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Community law against unfair competition
Nathanielová, Nicole ; Patěk, Daniel (advisor) ; Černá, Stanislava (referee)
Resumé Community Law Against Unfair Competition The purpose of my thesis is to analyze the European legislation on unfair competition, its application by Court of Justice of the European Union (hereinafter referred to as "CJ EU") and its implementation into Czech law. The thesis is composed of six chapters. Chapter One is dedicated to the general explanation and description of the unfair competition and its subjects. Chapter Two examines the background and evolution of the harmonization process on unfair competition on European level and summarizes present applicable directives. It also provides a brief note on respective Czech regulation in which these European directives were implemented. Chapter Three is dedicated to the subject of misleading advertising as defined by the Directive 2006/114/EC. The first part of this chapter provides a description of misleading advertising, second part illustrates the approach of CJ EU in its decisions. Third part is concerned with the Czech regulation of misleading advertising while it can be concluded that Czech regulation is sufficient according to required European standard without further need of implementation. Chapter Four is concerned with the comparative advertising and is subdivided into three main parts. Its first part contains a summary of conditions under...
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Confrontational Communication in Automotive Industry
Med, Ondřej ; Vondra, Zdeněk (advisor) ; Truhlář, Filip (referee)
This bachelor thesis analyzes comparative advertisement made by Hyundai. This thesis analyzes both external and internal environment of the company. The means to achieve this are SWOT analysis and PESTLE analysis. Those analysis help to understand motivation of Hyundai to differentiate their products. Thesis also explains advantages and disadvantages of comparative advertising and its risks and opportunities. In further reading are analyzed notable comparative commercials from the past. Thesis is divided into theoretical part and practical part. In the theoretical part are explained keywords necessary for the practical part. The practical part utilizes knowledge from the theoretical part. In the conclusion of the practical part is evaluated effectiveness of the comparative advertisement and its impact on sales.
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Legal regulation of comparative advertising: Study 5.326
Babka, Tomáš
Práce přináší rozbor právní úpravy institutu srovnávací reklamy v České republice a na evropské úrovni. K přímému zakotvení institutu srovnávací reklamy, jakožto zvláštní skutkové podstaty nekalé soutěže, do českého práva došlo až v roce 2000, v důsledku toho bylo po celá devadesátá léta nakládáno se všemi případy srovnávací reklamy jako se zakázanými nekalosoutěžními praktikami. Téměř jakékoliv reklamní srovnání s konkurujícím subjektem, respektive s vlastnostmi jeho výrobku či služby, tak bylo před rokem 2000 soudy takřka automaticky shledáváno jako porušení dobrých mravů soutěže. Právě oblast klamavé a srovnávací reklamy je totiž předmětem regulace na úrovni Evropské unie a jednotlivá ustanovení tzv. harmonizačních směrnic EU se tak prostřednictvím transpozičních předpisů promítají do národního práva.
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Attack Advertising in Political Marketing
ONDŘEJ, Tomáš
This bachelor thesis analyzes and summarizes the use of attack (negative) political advertising in the Czech Republic during 2009. The second part of paper is concentrated on the discovery and analysis of the standpoints of the potential Czech voters toward the negative political advertising.
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