119-0349/01 – Law and Advertising (PaR)
Gurantor department | Department of Law | Credits | 3 |
Subject guarantor | Mgr. Pavel Godický | Subject version guarantor | Mgr. Pavel Godický |
Study level | undergraduate or graduate | Requirement | Choice-compulsory |
Year | 2 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2013/2014 | Year of cancellation | 2021/2022 |
Intended for the faculties | EKF | Intended for study types | Bachelor |
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction