Právní úprava product placementu

Abstract

The main aspect of this thesis is an analysis of the legal regulation of the product placement in the Czech Republic. The introductory part briefly defines product placement from the point of view of the marketing, its history, explains different forms of this tool and its practical use and evaluates the pros and cons. Subsequently, a detailed analysis of the legal regulation is performed from the perspective of public and private law including liability for product placement. Czech law comes from the secondary law of the European Union, therefore part of it is dedicated to European law. Besides description of the legislation, thesis compares the difference between Czech and European legislation with focus on Directive 2007/65/EC of the European Parliament and of the Council. The second part contains research conducted by a questionnaire, which evaluates public attitudes toward product placement and knowledge of some legal aspects. Detected opinions are further compared with own hypotheses.