119-0319/01 – Law in advertising (PvRP)
Gurantor department | Department of Law | Credits | 5 |
Subject guarantor | prof. JUDr. Naděžda Rozehnalová, CSc. | Subject version guarantor | prof. JUDr. Naděžda Rozehnalová, CSc. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 2 | Semester | winter |
| | Study language | Czech |
Year of introduction | 2019/2020 | Year of cancellation | |
Intended for the faculties | EKF | Intended for study types | Bachelor |
Subject aims expressed by acquired skills and competences
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
Teaching methods
Lectures
Tutorials
Summary
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.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
classified credit - seminar paper and its presentation, written test, compulsory attendance at the exercise, active participation in the exercise
E-learning
course LMS
Other requirements
Within the study to fulfill the tasks given by pedagogue.
Within the study to monitor the actual changes of legislation in accordance with the pedagogue´s instructions.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
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. .
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction