Právní a etická regulace reklamy na alkohol

Abstract

The matter of the bachelor thesis are alcohol advertisements. The goal of my work is to get reader acquainted with a problem of alcohol advertisement regulations. The thesis is divided into three chapters. There is the basic terminology explained i.e. advertisement, regulation, self-regulation, alcohol and also a reference of alcohol advertisement history in the first chapter. Then the reader will learn which laws and orders regulate an advertisement of drinks and of which restrictions it concerns. The system of ethical regulation, duties of The Czech Advertising Standards Council (Rada pro reklamu), which issues the Code of Advertising Practice and also other codices are described in the second chapter. The last chapter is the practical part of the thesis. Statistics of complaint and a number of law cases and their resolutions are included. The advertisements of Fernet Stock company are solved in more details. Thanks to the questionnaire survey, people can see how the public perceive the alcohol advertisement regulation.