| Course Unit Code | 119-0319/01 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Second Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| ROZ21 | prof. JUDr. Naděžda Rozehnalová, CSc. |
| BAR0580 | Mgr. Richard Bartes, Ph.D. |
| Summary |
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| The course introduces students to the issue of public and private regulation of advertising in the Czech Republic and its ethical self-regulation. The aim is to equip students with the knowledge to distinguish between the different areas of advertising regulation, to understand their different means of counteracting illegal advertising and to evaluate the risks associated with legal offences. |
| Learning Outcomes of the Course Unit |
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In the frame of the subject, the student will be able:
- to describe differences in regulation by both private and public law
- to explain a significance of ethical self-regulation of advertisement
- to assess an advertisement legality
- to analyze and advertisement by the legal and ethical regulation
- to compare the means of legal and ethical regulation of advertisement
- to recommend the changes of advertisement in accordance with legal and ethical regulation |
| Course Contents |
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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. . |
| Recommended or Required Reading |
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| Required Reading: |
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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.
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DONDERS, Karen. Public service media in Europe: law, theory and practice. London: Routledge, Taylor & Francis Group, 2021. ISBN 978-1-138-47705-6.
CHALOUPKOVÁ, Helena. Mediální právo: komentář. Praha: C.H. Beck, 2019. ISBN 978-80-7400-725-5.
ROZEHNAL, Aleš. Média, etika a právo. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2022. ISBN 978-80-7380-884-6.
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| Recommended Reading: |
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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. |
KOLAŘÍKOVÁ, Linda a Filip HORÁK. Umělá inteligence & právo. Praha: Wolters Kluwer, 2020. ISBN 978-80-7598-783-9.
PŘIKRYLOVÁ, Jana a kol. Moderní marketingová komunikace. 2. vyd. Praha: Grada, 2019. ISBN 978-80-271-0787-2.
SEMERÁDOVÁ, Tereza a Petr WEINLICH. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno: Computer Press, 2019. ISBN 978-80-251-4959-1.
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| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Graded credit | Graded credit | 100 (100) | 51 |
| Seminární práce | Project | 20 | 10 |
| Písemný test | Written test | 80 | 41 |