Selected Legal Problems of Online Advertising

Aleksandra Nowak-Gruca

Aleksandra Nowak-Gruca Cracow University of Economics http://orcid.org/0000-0003-2337-1894

Keywords: online advertising, native advertising, product placement, unfair competition, integrity in advertising

Abstract

The aim of this article is to analyse the most important issues related to the latest forms of online advertising. In particular, appreciating the importance of online advertising in the development of the information society, the question is then raised about the legal limits of the admissibility of advertising, which is invasive, insistent or contains hidden meaning, inaccessible to the recipient's awareness of content. This issue has been presented from the perspective of European Union (EU) law, in the context of selected directives relevant for online advertising. The problem raised in the article deserves to be developed because we observe a sharp increase in the importance of the Internet, and the online advertising issue has not been the subject of comprehensive regulation in EU law.

Downloads

Download data is not yet available.

Author Biography

Aleksandra Nowak-Gruca, Cracow University of Economics

PhD, Cracow University of Economics, Department of Civil and Economic Law, Rakowicka 27, 31-510 Crakow, Poland, e-mail: alexandra.nowak@interia.pl.

References

Barta, J., Markiewicz R. (1998) Internet a prawo (Cracow: Universitas).

Bartosz, W., Wojdynski, B. W., Evans, N. J. (2015) Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising, Journal of Advertising, pp. 45(2), 157–168, DOI: 10.1080/00913367.2015.1115380.

Brehm, J. W. (2009) A theory of psychological reactance, in: Organization change: a comprehensive reader, Burke, W. W., Lake, D., Paine, J. W. (eds.) (San Francisco: J-B Warren Bennis Series).

Chan Yun, Y. (2009) Effects beyond click-through: Incidental exposure to web advertising, Journal of Marketing Communications, 15(4), pp. 227–246.

Grzybczyk, K. (2008) Prawo reklamy (Warszava: Wolters Kluwer Polska).

Grzybczyk, K., Jagielska, M. (2012) Obowiązek informacyjny wobec konsumenta a reklama, in: Reklama. Aspekty prawne, Namysłowska, M. (ed.) (Warszawa: Wolters Kluwer).

Edelman, B., Ostrovsky, M., Schwarz, M. (2007) Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords, American Economic Review, 97(1), pp: 242–259. DOI: 10.1257/aer.97.1.242.

Lee, N., Broderick, A. J., Chamberlain, L. (2007) What is ‘neuromarketing’? A discussion and agenda for future research, International Journal of Psychophysiology, 63(2), pp. 199–204, https://doi.org/10.1016/j.ijpsycho.2006.03.007.

Makowiec, A. (2014) Prawne aspekty reklamy w sieci - zagadnienia wybrane, Kultura, Media, Teologia, 18, pp. 9–28.

Manic, M. (2015) The Rise of native advertising, Bulletin of the Transilvania University of Braşov Series V: Economic Sciences, 8(57) No. 1, pp. 53–58.

Matlak, A. (2010) Dyrektywa o audiowizualnych usługach medialnych, Zeszty Naukowe Uniwersytetu Jagielońskiego. Prace z Prawa Wlasności Intelektualnej, No 2, pp. 127–147.

Tischner, A. (2006) Model przeciętnego konsumenta w prawie europejskim, Kwartalnik Prawa Prywatnego, 1, pp. 232–233.

Tutaj, K., Reijmersdal, E. (2012) Effects of online advertising format and persuasion knowledge on audience reactions, Journal of Marketing Communications, 18(1), pp. 5–18.

Żebrowska, B., Ciechanek, Ł, (2016) Przewodnik po reklamie natywnej. Definicje, formy, kanały dystrybucji, zasady transparentności, prognozy, iab•polska, https://www.iab.org.pl/wp-content/uploads/2016/12/Przewodnik-po-reklamie-natywnej.pdf, access 16.1.2018.