Skrytá reklama na Internetu

Abstract

This thesis deals with the hidden advertising on the Internet, its legal regulatory, occurrence and impact. In terms of its content is the thesis divided into three parts.

In the first part is the legal regulation of advertising from the perspective of public, private law and in terms of self-regulation, and the Internet. In this section is also defined the concept of hidden advertising and outlined its hazards, unfair, and other properties of the legal and practical terms. Hidden advertising is also unfair commercial practice if the unfair competitive practice and these concepts are also described. The second part of this thesis contains examples of hidden advertising on the Internet and determining their impact on the users, the scope and illegality. At the same time, this section contains an evaluation of the public opinion survey for the confirmation of the claims in the examples of hidden advertising on the Internet. In the third part of this thesis is a treatise on the case-law on this topic and the proposal on the legal regulation of hidden advertising on the Internet in the form of an extension of the powers and increase financing consumer protection organisations and also the possibility of introducing the obligation to register the communication on the Internet business entities.