Opis: | Advertising designed for children is considered »ethically controversial« as children are not capable of processing advertisements on a conscious and critical level (the so-called advertisement literacy of children). This is why companies can easily influence on children’s needs and create additional desires in children.
The thesis, researches the issue of advertising, designed for children in the European Union (the EU). It represents the factors as to why children are considered a special advertising group that are, or at least should be, granted special protection. The legal framework for the regulation of advertising to children in the EU, each individual Member State of the EU, represents the law of EU, within which Member States have formed their national legislation, in the form of laws and implementing regulations. An important element in the restriction of advertising is also an instrument of self-regulation in the form of accepted advertising standards. As part of the thesis, I analyze the placement of advertising out of perspective of EU law practice. I quote the relevant EU court rulings on national advertising restrictions in light of the free movement of goods. The last part of the thesis, deals with regulations of individual EU Member State and their compliance with EU law.
EU protects children with the statutory provisions of many directives and thus puts restrictions on advertising, which is a double-edged sword, because it quickly intervenes, with its restrictions, to the free movement of goods. In this thesis, I conclude that, despite the efforts of harmonizing the field of advertising to children, in practice, Member States still have different approaches to the regulation of advertising to children. The current method of regulation does not provide a large enough protection for children in advertising, although the institutions are aware of the problem and the necessary changes in the field. |
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