Právní regulace reklamy na sociálních sítích

Abstract

The bachelor thesis deals with the legal regulation of advertising on social media in the Czech Republic and its impact on consumers. The theoretical part of the thesis defines the basic concepts of online marketing, social media, and forms of advertising in the digital environment. It focuses primarily on influencer marketing, UGC marketing, advertising targeting, and current communication trends on platforms such as Instagram, Facebook, TikTok, and YouTube. The thesis also includes an analysis of legal regulations governing advertising and consumer protection, especially the Act on Advertising Regulation and the Consumer Protection Act. Attention is paid to unfair commercial practices, hidden advertising, and the obligations of influencers when labeling advertising content. The practical part of the thesis is based on quantitative research conducted through a questionnaire survey among social media users. The aim of the research was to determine whether respondents are able to recognize advertising content, how advertising influences their purchasing decisions, and whether they are sufficiently informed about the legal regulation of advertising on social media. The results showed that most respondents encounter advertising on social media on a daily basis and that advertising influences their consumer behavior to a certain extent. At the same time, it was found that some respondents have difficulty distinguishing ordinary content from advertising, especially in the case of influencer marketing. The research also pointed out the lower level of respondents’ awareness of the legal rules governing advertising in the online environment. Based on the findings, the conclusion of the thesis proposes recommendations aimed at increasing the transparency of advertising messages and improving consumer protection on social media.