Keywords: reklama Poland marketing manipulation ethics law

KMT 2014 nr 2 Download PDF

Anna Kurzak

Failure to Comply with Regulations in the Media Act of Unfair Competition on the Example of the Advertising Industry

Cite: Anna Kurzak, Nieprzestrzeganie regulacji prawnych w mediach czynem nieuczciwej konkurencji na przykładzie branży reklamowej, "Kultura - Media - Teologia", 2014( 17) nr 2, s. 70-92.

The advertising industry is a specific area that does not have all the legal regulations in one act. They are contained in several acts. To become a leader in a particular field, you must be in possession of an excellent product or service. However, this is not all, the most important is sell it skillfully. This art requires a lot of experience from marketing professionals. Effective advertising, which is a component of the promotion mix, located in the marketing mix is the key to the hearts of consumers. Advertising can not govern in its own right, so it is essential to its fortification regulations necessary to respect. They were written off and included in the statutes. After all, sometimes the law in force in the advertising industry is broken. The aim of the article is to show that on so heavily saturated market where the ordinary forms of advertising are little noticed, their authors resort to behavior which bend or completely violate the standards in force to pay for your message as much attention. The rules should be observed by all, therefore it is necessary to comply with the regulation in the advertising industry that would eliminate unfair practices in advertising messages in the media.

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