Reklama jako boj v informačním prostoru z pohledu práva

Abstract

The topic of this bachelor's thesis is the legal regulation of advertising on social networks and its impact on users. The thesis focuses on the analysis of the legal aspects of advertising in the information space, forms of its misuse, and the issue of regulation, which is intended to ensure the protection of consumers and democratic principles.

The work is divided into several parts, which deal with the legal classification of forms of advertising misuse, the historical development of social networks and advertising law, legal instruments in the fight against advertising misuse, and a comparative analysis of approaches to protection against advertising misuse.

The practical part presents a comparative analysis of approaches to the regulation of advertising and user protection on the platforms Facebook, TikTok, and VKontakte. The differences in the implementation and observance of the requirements of Czech and European legislation by these platforms are examined. The results of the analysis show that Facebook and TikTok demonstrate a high degree of compliance with legal requirements, while VKontakte lags behind in some areas, especially in transparency and personal data protection.