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Prawne uwarunkowania działalności reklamowej w Polsce w kontekście regulacji Unii Europejskiej

100%
Dołhasz M.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
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2012
|
issue 890
53-72
EN
The increasing importance of one factor conditioning contemporary enterprises operating on international markets cannot be overlooked. That factor is the study of all the different types of legal regulations in the European Union, as they determine the framework of business activity. These legal regulations have a significant influence on the final shape of marketing strategy which can be perfectly visible in marketing communication activity and the putting into practice of various instruments on the international market.These legal conditions are among those changing the most in the European Union’s markets, and in Poland as well. This article is a contribution to the analyses of changes in the regulation of advertisement implemented on the Polish and European markets.
2

UMIESTŇOVANIE PRODUKTOV

88%
Janáč V.
Právny obzor. Teoretický časopis pre otázky štátu a práva (Juridical Review. Theoretical journal for the questions of state and law)
|
2012
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vol. 95
|
issue 5
468 – 480
EN
The author presents the so-called institute: „Product placement“. Product placement can be classified as a type of advertising techniques; as the one of the marketing tools, that are used to influence the spectators in order to promote the possibilities of selling the products or services. Product placement, however, is not purely a matter of marketing, as a kind of advertising is also the subject of legal regulations. It is not long time ago, when the usage of this advertising techniques were legally questionable; in many cases, the product placement was representing an hidden advertising, which was in contrary to the rules of fair competition and consumer rights. A fundamental change has been set out by adopting of EP and Council Directive 2007/65/EC on Audiovisual Media Services. Slovak Republic acceded to its implementation in 2009 and since this time, the institute of product placement is firmly established in Slovak legal system. The subject of this article is a brief excursion into the history of product placement; the author also deals with the legal regulation of advertising and with the issues of using the product placement in the past (the legal status was effective till the implementation of Directive 2007/65/EC). The main part of the article is aimed to the closer analysis of the requirements of the Directive and national legislation, which following is fully necessary for the legal use of product placement.
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