119-0319/01 – Law in advertising (PvRP)

Gurantor departmentDepartment of LawCredits5
Subject guarantorprof. JUDr. Naděžda Rozehnalová, CSc.Subject version guarantorprof. JUDr. Naděžda Rozehnalová, CSc.
Study levelundergraduate or graduateRequirementCompulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR0580 Mgr. Richard Bartes, Ph.D.
GOD20 Mgr. Pavel Godický
NAV121 Ing. Tereza Prešnajderová, Ph.D.
ROZ21 prof. JUDr. Naděžda Rozehnalová, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Graded credit 2+2

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:

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.

Recommended 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.

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

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Graded credit Graded credit 100 (100) 51 3
        Seminární práce Project 20  10
        Písemný test Written test 80  41 3
Mandatory attendence participation: classified credit - seminar work and its presentation, written test, compulsory attendance

Show history

Conditions for subject completion and attendance at the exercises within ISP: seminar work, written test in exam period

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 2 Compulsory study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 2 Choice-compulsory type B study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 2 Choice-compulsory type B study plan
2024/2025 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Compulsory study plan
2023/2024 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 2 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Compulsory study plan
2022/2023 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 2 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Compulsory study plan
2021/2022 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 2 Compulsory study plan
2021/2022 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Compulsory study plan
2020/2021 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 2 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Compulsory study plan
2019/2020 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 2 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2023/2024 Winter
2022/2023 Winter
2021/2022 Winter
2020/2021 Winter