Povědomí veřejnosti o regulaci reklamy v televizním vysílání a na vybraných sociálních sítích

Abstract

The bachelor’s thesis titled “Research of Public Awareness Regarding Advertising Regulation in Television Broadcasting and on Selected Social Media Platforms” focuses on identifying and subsequently evaluating the level of public knowledge regarding advertising regulation in two major media channels – television broadcasting and selected social media platforms (Instagram, Facebook, and YouTube). The theoretical part of the thesis presents a literature review focused on advertising theory and, mainly, on its regulation, including both legislative and self-regulatory frameworks. It also includes a description of the research methodology used, specifically an online questionnaire survey as a form of marketing research, which was completed by a total of 144 respondents. The practical part of the thesis presents and evaluates the survey results with the aim of determining the public’s awareness of advertising regulation. The research showed that the level of knowledge about regulation among respondents is not particularly high. Three hypotheses were tested within the research: the relationship between educational attainment and knowledge of regulation, differences in awareness across age groups, and whether the public is more familiar with legislative or self-regulatory rules. The conclusion of the thesis provides a concise summary of the research, including its key findings.