PRÁVNA REGULÁCIA REKLAMY ŠÍRENEJ PROSTREDNÍCTVOM ELEKTRONICKEJ POŠTY

• Authors: Zlocha Ľubomír

Title variants

EN

Legal regulation of advertising disseminated via e-mail

• Languages of publication: SK

Abstracts

EN

Advertising is a phenomenon of modern society, without which we cannot imagine functioning and prosperous economy. Internet advertising is nowadays regarded as an independent marketing tool. Increasingly, however we can still observe sending of unsolicited advertising messages that present a product or service or encourage the recipient in that direction to do more. In this article the author analyses legal regulation of advertising disseminated via e-mail. Dissemination of advertising via e-mail is regulated not only by public or private national law, but is also regulated and harmonised by EU law. Whereas the dissemination of advertisements via electronic mail is an advertising action, legal regulation also applies to the use of electronic mail as an advertising tool. Doctrinal understanding of spam as unsolicited messages of any content is broader than the definition contained in the framework of EU legislation, which is limited to unsolicited advertising messages disseminated by e-mail. What remains questionable is the issue of the effectiveness of anti-spam rules because the possibility of using anti-spam law standards is considerably restricted taking into account existing limits of national jurisdictions.

Keywords

EN

ADVERTISEMENT; ADVERTISING; E-MAIL; EU LAW; PERSONAL INFORMATION; LEGISLATION

• Publisher: Institute of State and Law of the Slovak Academy of Sciences
• Journal: Právny obzor. Teoretický časopis pre otázky štátu a práva (Juridical Review. Theoretical journal for the questions of state and law)
• Year: 2016
• Volume: 99
• Issue: 3
• Pages: 204 – 218

Contributors

author

Zlocha Ľubomír

• Katedra obchodného a hospodárskeho práva, Právnická fakulta UK, Bratislava, Slovak Republic