Cite: Aneta Makowiec, Prawne aspekty reklamy w sieci – zagadnienia wybrane, "Kultura - Media - Teologia", 2014( 18) nr 3, s. 9-28.
The analysis made in the paper aims at presenting the most popular forms of online advertising and related legal aspects. The ever-growing interest in contextual advertising on the Internet carries with it a number of legal aspects. Therefore, the goal of the undertaken research studies is also the issue of legal framework that outlines permitted use of a company's trademark by advertisers and search engines in contextual advertising. The mentioned issue takes into consideration interests of entities that use a given trademark, consumers and those authorized by the trademark. Due to controversy and diversity of problems, the discussion focuses mainly on the issue of key words use in the sponsored links service.