Etická samoregulace reklamy v České republice a na Slovensku

Abstract

This bachelor thesis deals with the ethical self-regulation of advertising in the Czech Republic and in Slovakia, through the Etický kodex reklamy and Etický kódex reklamnej praxe. The aim of this thesis is to find differences between the ethical rules of advertising in the Czech Republic and in Slovakia and judge on the basis of them which self-regulatory mechanism is milder and which is more severe. The theoretical part provides basic informations about what advertising is and how it can be regulated. Furthermore, it provides a brief overview of current legislation and directives for advertising. Therefore, it presents two key Codes for advertising self-regulation in the Czech Republic and in Slovakia and their authors. It also provides informations about other sectors that respect its code. In the last block theoretical part deals with selected provisions of the Czech and Slovak code. In the practical part, both Codes are compared in order to find differences and their assessment. This part is also based on the interesting statistics and cases of Rada pro reklamu or Rada pre reklamu practice.