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Konkurenčnopravni okvirji izvornega in vplivniškega oglaševanja : magistrsko diplomsko delo
ID Belec, Bina Danaja (Author), ID Grilc, Peter (Mentor) More about this mentor... This link opens in a new window

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Abstract
Področje oglaševanja je urejeno tako na ravni Evropske Unije kot v pravnem redu Republike Slovenije, predvsem v okviru konkurenčnega prava in prava varstva potrošnikov ter nekaterih specialnih predpisov. To področje so v zadnjih letih občutno zaznamovale tehnološke in socialne spremembe, obsežna digitalizacija, ki so relevantno vplivale na modifikacije ter pojav nekaterih novih oblik oglaševanja, med drugim izvornega in vplivniškega. Te s seboj prinašajo nekatere dileme in vprašanja glede pravil, ki zanje veljajo, subjektov, odgovornih za zakonitost oglaševanja, razmejitve med komercialnimi in drugimi vsebinami ter uporabljivosti obstoječega prava v tovrstnih primerih. Izvorno oglaševanje je specifično predvsem zaradi svoje umestitve v medij, ki simulira pripadnost le-temu glede na obliko, slog, pozicijo ipd., učinek česar je lahko, da potrošniki komercialno naravo vsebine kasneje identificirajo oz. Je celo ne prepoznajo, kar relevantno vpliva na njihovo vrednotenje informacij, ki jih vsebuje. Podobno tveganje lahko povežemo z vplivniškim oglaševanjem, katerega zaznamuje (predhodno) naklonjen odnos potrošnikov do spletnega vplivneža, zaradi česar je ob neustrezni označbi omenjene oglasne vsebine moč zamenjati za nepristranska mnenja, deljenje izkušenj. Pri obeh oblikah oglaševanja je glavni vir tveganja predvsem vprašanje (ne)prepoznavnosti komercialne vsebine, ki utegne zavajati potrošnike. Trendi zadnjih let indicirajo, da je najverjetneje mogoče pričakovati normodajne aktivnosti glede opisanih problematik na ravni EU in s strani slovenskega zakonodajalca. Slednje se zdijo glede na normodajno tehniko obstoječih določb, ki urejajo nepoštene in zavajajoče poslovne prakse v odnosu do potrošnikov, potrebne v kontekstu prava varstva potrošnikov, medtem ko na konkurenčnopravnem področju, ki varuje drugačne dobrine, zadostuje prepoved nelojalne konkurence z generalno klavzulo. Pri zakonodajnih aktivnostih na področju potrošniškega prava so nadalje, primerjalnopravno gledano, možni različni pristopi, ki bi bolj ali manj eksplicitno naslavljali nove oblike oglaševanja.

Language:Slovenian
Keywords:oglaševanje, izvorno oglaševanje, editorial, vplivniško oglaševanje, influencer, varstvo potrošnikov, konkurenčno pravo
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:PF - Faculty of Law
Place of publishing:Ljubljana
Publisher:B. D. Belec
Year:2024
Number of pages:VI, 52 f.
PID:20.500.12556/RUL-158757 This link opens in a new window
UDC:347.777:346.548
COBISS.SI-ID:199586563 This link opens in a new window
Publication date in RUL:20.06.2024
Views:44
Downloads:12
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Secondary language

Language:English
Title:Competition law frameworks of native and influencer advertising
Abstract:
Advertising is regulated both in European Union law and also within the Slovenian legal order, mainly within the framework of competition and consumer protection law and some special legislation. In recent years, this area has been significantly affected by technological and social changes, extensive digitization, which have had a relevant impact on modifications and the appearance of some new forms of advertising, including native and influencer advertising. These bring along some dilemmas and questions, regarding the rules that apply, the entities responsible for the legality of advertising, differentiation between commercial and other content and the applicability of existing law in such cases. Native advertising is specific primarily because of its placement in the media that simulates as it belongs to it in terms of form, style, position etc., the effect of which can be that consumers identify the commercial nature of the content later or they don ́t recognize it at all, which has a relevant effect on their evaluation of the information it contains. A similar risk could also be connected with influencer advertising, which is characterized by a (previous) favorable attitude of consumers towards the online influencer, as a result of which, if the aforementioned advertising content is not correctly labeled as such, it can be mistaken for unbiased opinions, experience sharing. In cases, the main source of risks is primarily the issue of the (un)recognizability of commercial content, which may mislead consumers.

Keywords:advertisement, native advertising, editorial, influencer advertising, influencer, consumer protection, competition law

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