Etická samoregulace reklamy v České republice a v Polsku

Abstract

This bachelor’s thesis examines the issue of ethical self-regulation of advertising in the Czech Republic and Poland. The thesis focuses on the differing approaches to the application of ethical rules and self-regulatory tools in the field of advertising. The aim of the thesis is to compare the two systems in terms of their differences and to identify what each country could learn from the other. The theoretical section defines the concept of advertising and its influence on consumers. It then explains legal regulation and ethical self-regulation and briefly introduces international organizations active in the field of self-regulation. The main part of the theoretical section consists of selected provisions from the ethical codes of the Czech Republic and Poland. In analyzing the individual types of regulation, the thesis addresses in greater detail the topic of children and youth in advertising. The practical section compares the structure and individual provisions of the codes with the aim of identifying significant differences in the self-regulatory approaches of these countries.