Master thesis »Problematic aspects of advertising on social media in terms of fair competition« is intended to analyze the new way to advertise and the irregularities broad with it. Native advertising means misleading consumers and not telling them that they are watching and ad, when they are. Other forms of advertising are in the form of product placement and sponsorship, which differ from native advertising only in detail. It is difficult for a consumer to notice when he is watching a hidden ad. The law does not provide us with distinctive signs or methods of detecting illicit practices.
Social networks are increasingly used for advertising. For businesses they are a cheaper and more effective way of advertising. At the same time, the use of social networks avoids the use of other legislation, e.g. restrictions on the advertising of alcohol, restrictions on the advertising of cosmetics and nutritional supplements,… Such practices are prohibited and native advertising is prohibited by law. The analyzed English Advertisers Association policy clearly sets out the criteria for when an ad should be marked as such.
|
