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. Advertising and Marketing Communication in the Economy
Development of advertising and its role in the market economy. Traditional and digital advertising. Advertising media and marketing communication. Economic aspects of advertising and the functioning of the advertising market.
2. Legal Regulation of Advertising in the Czech Republic and the EU
System of advertising regulation. Public and private law regulation. European advertising regulation and basic EU digital regulations (DSA, DMA, AI Act).
3. Advertising Media and Advertising Campaigns
Television, radio, print, outdoor, and online advertising. Social media and digital platforms. Advertising campaigns, advertising strategies, product placement, and sponsorship.
4. Digital Marketing and Online Advertising Models
PPC advertising, behavioural advertising, targeting and retargeting. Programmatic advertising, personalised advertising, and algorithmic content recommendation systems.
5. Advertising Regulation Act
Definition of advertising, system of advertising regulation, supervisory authorities, and regulatory instruments. Hidden advertising, comparative advertising, and prohibited forms of advertising. Special regulation of selected products and services.
6. Unfair Commercial Practices and Consumer Protection
Misleading and aggressive commercial practices. The digital consumer, dark patterns, fake reviews, manipulative techniques in the online environment, and consumer protection in the digital economy.
7. Influencer Marketing and Social Media Advertising
Influencer marketing, disclosure of commercial cooperation, and influencer liability. Advertising on Instagram, TikTok, and YouTube platforms and user-generated content.
8. Advertising, AI, and Automated Decision-Making
Generative AI in advertising, AI-generated content, deepfake advertising, and automated creation of advertising messages. Transparency of AI systems, liability for AI outputs, and ethical issues of AI advertising.
9. Personal Data Protection in Advertising and Marketing
GDPR in marketing practice. Cookies, online user tracking, customer profiling, direct marketing, and customer databases. Automated decision-making and personalised advertising.
10. Unfair Competition and Brand Protection in Advertising
General clause of unfair competition, misleading advertising, disparagement, and parasitism. Trademarks, business names, online reputation, and legal protection against unfair competition.
11. Liability for Advertising and Platform Economy
Liability of advertisers, advertising agencies, and distributors of advertising. Liability of digital platforms and online marketplaces. Content moderation, notice-and-take-down mechanisms, administrative offences, and sanctions.
12. Ethical Self-Regulation of Advertising
Ethical principles of advertising, Rada pro reklamu, Code of Advertising Ethics, and arbitration committees. Greenwashing, ESG communication, and corporate social responsibility in advertising.
13. Advertising, Personality Rights, and Current Trends in Advertising Regulation
Protection of personality rights of natural persons and reputation of legal entities. Right to image, privacy, and reputation protection. Current trends in advertising regulation, regulation of digital platforms, advertising in virtual environments, and the future of AI in advertising.
Development of advertising and its role in the market economy. Traditional and digital advertising. Advertising media and marketing communication. Economic aspects of advertising and the functioning of the advertising market.
2. Legal Regulation of Advertising in the Czech Republic and the EU
System of advertising regulation. Public and private law regulation. European advertising regulation and basic EU digital regulations (DSA, DMA, AI Act).
3. Advertising Media and Advertising Campaigns
Television, radio, print, outdoor, and online advertising. Social media and digital platforms. Advertising campaigns, advertising strategies, product placement, and sponsorship.
4. Digital Marketing and Online Advertising Models
PPC advertising, behavioural advertising, targeting and retargeting. Programmatic advertising, personalised advertising, and algorithmic content recommendation systems.
5. Advertising Regulation Act
Definition of advertising, system of advertising regulation, supervisory authorities, and regulatory instruments. Hidden advertising, comparative advertising, and prohibited forms of advertising. Special regulation of selected products and services.
6. Unfair Commercial Practices and Consumer Protection
Misleading and aggressive commercial practices. The digital consumer, dark patterns, fake reviews, manipulative techniques in the online environment, and consumer protection in the digital economy.
7. Influencer Marketing and Social Media Advertising
Influencer marketing, disclosure of commercial cooperation, and influencer liability. Advertising on Instagram, TikTok, and YouTube platforms and user-generated content.
8. Advertising, AI, and Automated Decision-Making
Generative AI in advertising, AI-generated content, deepfake advertising, and automated creation of advertising messages. Transparency of AI systems, liability for AI outputs, and ethical issues of AI advertising.
9. Personal Data Protection in Advertising and Marketing
GDPR in marketing practice. Cookies, online user tracking, customer profiling, direct marketing, and customer databases. Automated decision-making and personalised advertising.
10. Unfair Competition and Brand Protection in Advertising
General clause of unfair competition, misleading advertising, disparagement, and parasitism. Trademarks, business names, online reputation, and legal protection against unfair competition.
11. Liability for Advertising and Platform Economy
Liability of advertisers, advertising agencies, and distributors of advertising. Liability of digital platforms and online marketplaces. Content moderation, notice-and-take-down mechanisms, administrative offences, and sanctions.
12. Ethical Self-Regulation of Advertising
Ethical principles of advertising, Rada pro reklamu, Code of Advertising Ethics, and arbitration committees. Greenwashing, ESG communication, and corporate social responsibility in advertising.
13. Advertising, Personality Rights, and Current Trends in Advertising Regulation
Protection of personality rights of natural persons and reputation of legal entities. Right to image, privacy, and reputation protection. Current trends in advertising regulation, regulation of digital platforms, advertising in virtual environments, and the future of AI in advertising.
E-learning
lms.vsb.cz
Literature
DONDERS, Karen. Public service media in Europe: law, theory and practice. London: Routledge, Taylor & Francis Group, 2021. ISBN 978-1-138-47705-6 .
SMITH, P. R. a Ze ZOOK. Marketing communications: integrating online and offline, customer engagement and digital technologies. Seventh edition. London: Kogan Page, 2020. ISBN 978-0-7494-9864-1 .
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. ISBN 978-3-030-44849-3 .
SMITH, P. R. a Ze ZOOK. Marketing communications: integrating online and offline, customer engagement and digital technologies. Seventh edition. London: Kogan Page, 2020. ISBN 978-0-7494-9864-1 .
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. ISBN 978-3-030-44849-3 .
Advised literature
FLEW, Terry. Regulating platforms. Cambridge: Polity, 2021. ISBN 978-1-5095-3708-2 .
GRABOWSKI, Mark a Eric P. ROBINSON. Cyber law and ethics: regulation of the connected world. London: Routledge, Taylor & Francis Group, 2022. ISBN 978-0-367-46260-4 .
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. ISBN 978-3-030-66758-0 .
GRABOWSKI, Mark a Eric P. ROBINSON. Cyber law and ethics: regulation of the connected world. London: Routledge, Taylor & Francis Group, 2022. ISBN 978-0-367-46260-4 .
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. ISBN 978-3-030-66758-0 .