(magistrsko delo)
Peter Erjavec (Author), Peter Grilc (Mentor)

Abstract

Izvorno oglaševanje je tržna tehnika, pri kateri oglaševalska enota sledi obliki in funkciji okolja, v katerem se nahaja; zaradi njene vsestranske skladnosti z obkrožujočo vsebino obstaja verjetnost, da potrošnik ne bo sposoben razločiti neodvisnih uredniških vsebin od oglasa. V okviru prava zatiranja nelojalne konkurence govorimo o potencialno zavajajoči poslovni praksi, ki jo vsak na svoj način urejata sistema v EU in ZDA; oba pa izražata jasno zahtevo o prepoznavnosti izvornih oglasov. Pri tem je zlasti pomembno vprašanje učinkovitosti razkritja oglaševalske vsebine znotraj posamezne oglasne enote ter oblikovanja standardov za dosego slednjega. Oba sistema si pri opredelitvi oprijemljivejših kriterijev za ustreznost razkritja pomagata z dobrimi poslovnimi običaji, ki zakonodaji nudijo določeno stopnjo fleksibilnosti pri urejanju tega izjemno progresivnega oglaševalskega področja. V primerjavi s sistemom v EU je po mojem mnenju ureditev v ZDA kot celota bolj konkretizirana in aplikativna. Raziskave kažejo, da kljub temu relativno visok odstotek potrošnikov ni sposoben prepoznave oglaševalskega namena pri mnogih izvornih oglasih, zato ostaja potreba po izoblikovanju strožjih in enotnejših standardov razkritja oglaševalske vsebine.

Keywords

konkurenčno pravo;omejevanje konkurence;izvorno oglaševanje;učinkovito razkritje oglaševalske vsebine;nelojalna konkurenca;izključitev pri surovinah;Evropska unija;dobri poslovni običaji;ZDA;magistrske diplomske naloge;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL PF - Faculty of Law
Publisher: [P. Erjavec]
UDC: 347.7(043.2)
COBISS: 15846737 Link will open in a new window
Views: 1381
Downloads: 730
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Other data

Secondary language: English
Secondary title: Comparison of the systems of repression of unfair competition in EU and USA related to native advertising
Secondary abstract: Native advertising is a marketing technique where an advertisement unit follows the form and the function of the environment where it dwells; because of its similarity to the surrounding content there lies probability that a consumer will not be able to distinguish between independent editorial content and an advertisement. With regard to the unfair competition law it is considered as a potentially deceptive commercial practice that is regulated both under EU and US law; both legal systems communicate the requirement of a clear and conspicuous identification of native advertisements. Related to this requirement two important aspects are the efficiency of the advertisement disclosure within particular native advertisement units and the formation of disclosure standards. As a supportive tool for more transparent criteria both systems use best commercial practices that provide a certain level of flexibility to the legislation in this highly progressive advertising area. As a whole, I consider the US regulative system to be more concrete and applicative, compared to the EU regulative system. Research show that a relatively high percentage of consumers is not able to recognize the commercial intent in native advertisements, therefore a need for more strict and unified disclosure standards remains to be fulfilled.
Secondary keywords: native advertising;efficient advertisement disclosure;best commercial practices;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Pravna fak.
Pages: 47 f.
ID: 10910932