(magistrsko diplomsko delo)
Tina Ahačič (Author), Peter Grilc (Mentor)

Abstract

Svobodna gospodarska pobuda je omejena s prepovedjo dejanj nelojalne konkurence. Šokantna reklama predstavlja prav slednje, saj v luči konkurenčnega prava nasprotuje dobrim poslovnim običajem, ki so najpomembnejši element generalne klavzule. Ima veliko karakteristik, ki vsaka zase ne tvorijo dejanja nelojalne konkurence. Ključni lastnosti šokantne reklame, s katerima ta nasprotuje dobrim poslovnim običajem, sta izraba občutij posameznika, pri čemer je pomembna zlasti kvaliteta šoka, in nepovezanost z oglaševanim produktom. Pri presoji je potrebno upoštevati interese ne le konkurentov, temveč tudi potrošnikov in širši, javni interes. Šokantne reklame ne moremo obravnavati čisto izolirano v okviru konkurenčnega prava, ampak je potrebno upoštevati tudi ustavne pravice s področja komuniciranja, zlasti svobodo izražanja. Slovensko ustavno sodišče in Evropsko sodišče za človekove pravice, kot tudi vrhovni sodišči Kanade in Združenih držav Amerike, priznavajo pravnim osebam to pravico tudi na področju oglaševanja. Ob analizi ustavnopravnih ureditev in sodne prakse pridemo do zaključka, da je svoboda izražanja komercialnega značaja širša od svobodne gospodarske pobude in njenih omejitev. Ustavne pravice sevajo v konkurenčno pravo preko vplivanja na pravice tretjih. Tako je potrebno pri šokantni reklami presojati v vsakem konkretnem primeru posebej tudi, ali je prišlo morda do trka pravicami tretjih oziroma nasprotovanja javnemu interesu in če je, kako to vpliva na priznanje upravičenosti svobode izražanja.

Keywords

konkurenčno pravo;oglaševanje;šokantna reklama;dobri poslovni običaji;nelojalna konkurenca;svoboda izražanja;Benetton;človekove pravice;magistrske diplomske naloge;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL PF - Faculty of Law
Publisher: [T. Ahačič]
UDC: 347.7:659.1:343.533.6(043.2)
COBISS: 16394577 Link will open in a new window
Views: 1101
Downloads: 346
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Other data

Secondary language: English
Secondary title: Shock advertising in terms of commercial speech in constitutional law and in European Convention of Human Rights
Secondary abstract: Free economic initiative is restricted with prohibition of acts of unfair competition. Shock advertising represents the latter since in the terms of competition law, it opposes best commercial practices as the most important element of general clause. It has plenty of characteristics that do not represent an act of unfair competition on its own. The qualification of shocking advertising as an act of unfair competition, by which it opposes best commercial practices is characterized by two crucial features: the use of consumer’s feelings, where the shock quality is relevant, and lack of relation with the product being advertised. When assessing the advertisements, it is important not only to consider the interests of the competitors, but also the interest of the consumer and the wider public. Shock advertising cannot be approached solely from the perspective of competition law. Constitutional rights in the field of communication, especially freedom of expression, must be also taken into an account as well. Slovenian Constitutional court, as well as European Court of Human Rights, supreme courts of Canada and of the United States of America, grant this right also to legal entities in regards to advertising. By analyzing the constitutional law and jurisprudence we can conclude that freedom of expression is broader than free economic initiative and its restrictions. Constitutional rights are projected in competition law by influencing the rights of third parties. That is why with shock advertising, a possible clash with rights of the third parties or public order must be deliberated in each separate case and if one exists, how does it affect recognition of the right to freedom of expression.
Secondary keywords: shocking advertising;best commercial practices;unfair competition;freedom of expression;advertising;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Pravna fak.
Pages: VIII, 67 f.
ID: 10961348