20.500.12556/RUL-96710 Primerjava sistemov zatiranja nelojalne konkurence v EU in ZDA ter izvorno oglaševanje Comparison of the systems of repression of unfair competition in EU and USA related to native advertising Izvorno oglaševanje je tržna tehnika, pri kateri oglaševalska enota sledi obliki in funkciji okolja, v katerem se nahaja; zaradi njene vsestranske skladnosti z obkrožujočo vsebino obstaja verjetnost, da potrošnik ne bo sposoben razločiti neodvisnih uredniških vsebin od oglasa. V okviru prava zatiranja nelojalne konkurence govorimo o potencialno zavajajoči poslovni praksi, ki jo vsak na svoj način urejata sistema v EU in ZDA; oba pa izražata jasno zahtevo o prepoznavnosti izvornih oglasov. Pri tem je zlasti pomembno vprašanje učinkovitosti razkritja oglaševalske vsebine znotraj posamezne oglasne enote ter oblikovanja standardov za dosego slednjega. Oba sistema si pri opredelitvi oprijemljivejših kriterijev za ustreznost razkritja pomagata z dobrimi poslovnimi običaji, ki zakonodaji nudijo določeno stopnjo fleksibilnosti pri urejanju tega izjemno progresivnega oglaševalskega področja. V primerjavi s sistemom v EU je po mojem mnenju ureditev v ZDA kot celota bolj konkretizirana in aplikativna. Raziskave kažejo, da kljub temu relativno visok odstotek potrošnikov ni sposoben prepoznave oglaševalskega namena pri mnogih izvornih oglasih, zato ostaja potreba po izoblikovanju strožjih in enotnejših standardov razkritja oglaševalske vsebine. Native advertising is a marketing technique where an advertisement unit follows the form and the function of the environment where it dwells; because of its similarity to the surrounding content there lies probability that a consumer will not be able to distinguish between independent editorial content and an advertisement. With regard to the unfair competition law it is considered as a potentially deceptive commercial practice that is regulated both under EU and US law; both legal systems communicate the requirement of a clear and conspicuous identification of native advertisements. Related to this requirement two important aspects are the efficiency of the advertisement disclosure within particular native advertisement units and the formation of disclosure standards. As a supportive tool for more transparent criteria both systems use best commercial practices that provide a certain level of flexibility to the legislation in this highly progressive advertising area. As a whole, I consider the US regulative system to be more concrete and applicative, compared to the EU regulative system. Research show that a relatively high percentage of consumers is not able to recognize the commercial intent in native advertisements, therefore a need for more strict and unified disclosure standards remains to be fulfilled. Izvorno oglaševanje učinkovito razkritje oglaševalske vsebine nelojalna konkurenca EU ZDA dobri poslovni običaji &#8195 Native advertising efficient advertisement disclosure unfair competition EU US best commercial practices &#8195 true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2017-10-12 07:15:12 2017-10-12 07:15:19 2022-08-12 11:37:49 0000-00-00 00:00:00 2017 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 77020 15846737 2435.pdf 2435.pdf 1 1743A330246D2E1C5AF3FCB8A9C7DE1A 2030a61fcad4f4e81050ef0fce392066fcf0583bc89b15df8d3884188676c2a9 f5658856-a1b3-11eb-a523-00155dcfd717 20.500.12556/rul/a5e7aaac-ab1e-43fc-9c3c-fb0cb80de311 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=105444 Pravna fakulteta 0 0 0