Law in advertising

Type of study	Bachelor
Language of instruction	Czech
Code	152-8319/01
Abbreviation	PvRP
Course title	Law in advertising
Credits	5
Coordinating department	Department of Business Administration and Law
Course coordinator	prof. JUDr. Naděžda Rozehnalová, CSc.

Subject syllabus

1. Introduction of the subject. Term and advertisement, legal regulation and its historical development, means of legal regulation.
2. EU and advertisement limitation.
3. Marketing perception of advertisement. Advertisement status in marketing communication mix. Characteristics, aims and types of advertisement.
4. Advertisement campaign. Client brief. Strategy of advertisement communication. Creative strategy. Formats of advertisement and its appeals. Realization of adv. campaign.
5. The Act on advertisement regulation: terms, regulation system, competent public authorities, regulation means. Prohibited ways of the share, forms and content of advertisement.
6. Liability for advertisement. Administrative delicts.
7. Advertisement in radio and TV broadcasting.
8. Consumer protection and unfair trade practice as a prohibited advertisement.
9. General clauses of unfair competitions and advertisement. Selected facts of unfair competitions. Lawsuit against unfair competitions.
10. Spams, Product placement. Further selected advertisement limitation by public law.
11. Ethical self-regulation of advertisements. Czech Advertising Standards Council. Ethical codex of advertisement. Arbitration committee. Expert activities.
12. Advertisement and personality and reputation protection.
13. Civil advertisement limitation. The means of civil personality protection as well as reputation of legal person.
14. Advertisement and personal data. Management of personal data nd regulation means. .

E-learning

lms.vsb.cz

Literature

DONDERS, Karen. Public service media in Europe: law, theory and practice. London: Routledge, Taylor & Francis Group, 2021. .
SMITH, P. R. a Ze ZOOK. Marketing communications: integrating online and offline, customer engagement and digital technologies. Seventh edition. London: Kogan Page, 2020. .
SZCZEPANIK, Petr, Pavel ZAHRÁDKA, Jakub MACEK a Paul STEPAN, ed. Digital peripheries: the online circulation of audiovisual content from the small market perspective. Cham: Springer, 2020. .

Advised literature

FLEW, Terry. Regulating platforms. Cambridge: Polity, 2021. .
GRABOWSKI, Mark a Eric P. ROBINSON. Cyber law and ethics: regulation of the connected world. London: Routledge, Taylor & Francis Group, 2022. .
MATEI, Sorin A., Franck REBILLARD a Fabrice ROCHELANDET, ed. Digital and social media regulation: a comparative perspective of the US and Europe. Cham: Palgrave Macmillan, 2021. .

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