119-0349/01 – Law and Advertising (PaR)

Gurantor departmentDepartment of LawCredits3
Subject guarantorMgr. Pavel GodickýSubject version guarantorMgr. Pavel Godický
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2013/2014Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
GOD20 Mgr. Pavel Godický
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+1

Subject aims expressed by acquired skills and competences

After attending this subject the students will be able: - describe differences between privat and public law regulation of advertising - clarify importance of etic self-regulation of advertising - assess legality of advertising - analyze advertising according to legal regulation

Teaching methods

Lectures
Tutorials

Summary

The aim of this subject is to acquaint the students with the issue of public-legal and private-legal regulation of the advertising in the Czech Republic and its ethical self-regulation. To provide them with knowledge enabling to distinguish the individual areas of advertising regulation, to understand their mutually different means aiming the not allowed advertising and to evaluate the risks connected with legal wrongs.

Compulsory literature:

CROWN, Giles, Oliver BRAY and Rupert EARLE. Advertising Law and Regulation. Second edition. London: Bloomsbury Publishing, 2010. 1046 p. ISBN 978-1-84592-451-5.

Recommended literature:

Petty Ross D.The Impact of Advertising Law on Business and Public Policy. Abc-Clio (United States), 1992. ISBN 9780899306179.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

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:

Introduction to the course Information society and advertising. The protective function of law . Legal regulation of the system resources and historical development. Self-regulation of advertising. Advertising and marketing. Marketing concept ads The status of advertising in the marketing communications mix . Characteristics , objectives and types of advertising. Phase creating an advertising campaign. Cooperation with the advertising agency . Evaluation of the effectiveness of advertising campaigns . The advertising campaign . The client brief through planning advertising campaigns . The strategy of advertising messages. Creative strategies . Ad formats and advertising appeals . Realization of advertising campaigns . Advertising and Public Law Character of public regulation of advertising, springs and system regulation. Advertising Regulation Act . The term " advertising " . Prohibited methods of dissemination of advertisements. Advertising and Public Law General restrictions on advertising content . Protection of certain social groups prohibition and restrictions on the advertising of certain goods and services. Advertising and Public Law Advertising in radio and television broadcasting. The Council for Radio and Television Broadcasting and its application in public administration. Specific regulation of advertising in broadcasting . Advertising and Public Law Regulation of advertising in other areas of public administration : consumer protection , spam or unsolicited commercial messages , and others. Advertising and Public Law Responsibility for the dissemination of advertising by public law. Illegal advertising as an administrative offense . The scope of government in the regulation of advertising. Public sanction. Advertising and Private Law Property of private regulation of advertising , sources, and system regulation. Private means of protection against advertising. Protection of individual personality and reputation of the legal person. Advertising and Unfair Competition Unfair competition . Selected facts of unfair competition by advertising . General clause of unfair competition and advertising. Action for protection against unfair competition as a means of protection against illegal advertising by private law. Ethical self-regulation of advertising Character of self-regulation of advertising and its conditions. The Advertising Council . Code of Ethics advertising. Arbitration Committee . Expert activities for public administration and the courts. Ethical self-regulation of advertising Ethics in Advertising Code of Ethics for advertising. Other codes of ethics in the Czech Republic. Current affairs and problems .

Conditions for subject completion

Full-time form (validity from: 2013/2014 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85 (85) 85
        Zápočet Written test 85  85
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (B6202) Economic Policy and Administration (7202R020) Economics Journalism P Czech Ostrava 2 Choice-compulsory study plan
2016/2017 (B6202) Economic Policy and Administration (7202R020) Economics Journalism P Czech Ostrava 2 Choice-compulsory study plan
2016/2017 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 2 Choice-compulsory study plan
2015/2016 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 2 Choice-compulsory study plan
2015/2016 (B6202) Economic Policy and Administration (7202R020) Economics Journalism P Czech Ostrava 2 Choice-compulsory study plan
2014/2015 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner