Právní úprava reklamy na tabákové výrobky

Bc. Michaela Šustrová

Master's thesis

The law of adverting and the tobacco products

Abstract:

Práce je rozdělena na několik částí. První část se zabývá představením reklamy obecně a vylíčením jejího stručného vývoje. Tato část dále popisuje možnosti regulace reklamy prostředky soukromoprávními a veřejnoprávními, opomenuta není ani etická samoregulace. V části druhé jsem se také pokusila krátce dotknout problematiky vztahu zákona o regulaci reklamy a nekalé soutěže. Následující část práce je věnována reklamě na citlivé komodity, včetně zajímavých případů z české reality, jimiž se zabývala Arbitrážní komise Rady pro reklamu. Část čtvrtá se věnuje právní regulaci reklamy na tabákové výrobky, jejím krátkým vývojem u nás i současným stavem včetně odpovědnostních vztahů. Nezastupitelné místo mají v současné realitě také neprávní možnosti regulace, jimž je věnována část pátá. Jedná se o úpravu obsaženou v Kodexu reklamy a o Dobrovolné zásady marketingu největší tabákové společnosti, Philip Morris International. Jelikož s naším vstupem do Evropské unie pro nás sehrává významnou roli také právo Společenství, je tato oblast krátce zmíněna v části šesté. Část sedmá obsahuje souhrn argumentů příznivců a odpůrců regulace a. práce je zakončena kapitolou analyzující ekonomické dopady zákazu reklamy na tabákové výrobky.

Abstract:

This work consists of several parts. The first part introduces the topic of advertising, the definition and its brief development from the beginning to the promotional boom in the 19th and 20th centuries in connection with modern communication channels. This part also describes possible ways of regulation of advertisng with civil and statutory means. It also concerns about ethic self-regulation. The second part considers the problems of the law of advertising regulation and the modification of unfair competition according to the commerial code. This section also attends to the interrelationship both of these prescripts one of which is a part of the public law and the second one of the private law. The following part deals with the advertising for such goods or services which is necessary to be regulated because of dangerousness or harmfullness of these commodities or because of ethic reasons. It concerns about the advertising for alcoholic drinks, human medicine, guns and ammunition and burial purposes. It also describes interesting cases from Czech reality which the Arbitration commision of Advertising Council was interested in. The forth part of this work considers legal regulation of tobbaco products advertising. This chapter contains a brief description of smoking development and the definition of tobacco production. The biggest part deals with the regulation of tobacco products from its beginning in 1992 (there was no legal restriction by the time) through the first attempts to an effective regulation to the current legal regulation. This chapter also concerns the analysis of the key notions of the current law of advertising regulation. There is a part devoted to combined single relations. I also defined subjects of legal liability, their duty and the division of responsibility. In the work there are described authorities which are commissioned to keep the law and sanctions they can put out. In current reality there are also other possibilities of regulation. They are described in the fifth part of this work. It is modification contained in the Advertising code which comprises principles and processes which should be kept by all authors and propagators of advertising announcement. The other part of the work concerns Voluntary marketing principles created by the biggest tobacco company of Philip Morris International for the content of tobacco production advertising, for the media which spread advertising, for health warning and advertising campaign and other areas of this problem. A part of this chapter deals with several cases of controversial tobacco advertising which were decided by the Advertising Council. Two of them describe a tobacco product advertising, one case presents quite a shocking advertising campaign against smoking of children. Since our entrance to the European Union we have been keeping its rules and law. This reality is shortly mentioned in the sixth part. The European Union governs the area of the tobacco advertising with several instructions which must be implemented to our national system of law. The seventh part concens a complex of arguments of supporters and opponents of tobacco advertising. It also comprises current conditions in our state where there is law-suit between these two sides published in media. The supporters of regulation advert mainly to health risks of smoking (even passive smoking) and also to the danger of advertising admonishing to bebaviour which abuses health. It has negative influence on young people who are the most vulnerable of all. One of the most important arguments of the opponents is the meaning that avertising is not a reason for smoking children, Sale and purchase of cigarettes is also a legal operation. Tobacco advertising shoul be also legal then. These people refer to experince from abroad. Regulation was established in some countries, but the results of this restriction are not clear. They also draw attention to subsequent economic impacts after total prohiition

Abstract:

of tobacco advertising. In the last part of the wortk there are analysed the economic impacts after total prohibition of tobacco advertising. This analysis make references to estimated drop of incomes of people carrying businebb in the area of avertising, possible increase of unemployment, strong decline of incomes of cultural institutions which have made a good thing of advertising. The influence of the prohibition o tobacco advertising will be also very strong in the area of sports, becouse tobacco companies have been significant sponsors of their activities.

Keywords

reklama, tabák, tabákové výrobky, citlivé komodity, advertising, tobacco, tobacco advertising

Language used: Czech

Date on which the thesis was submitted / produced: 30. 3. 2007

Thesis defence

• Date of defence: 16. 5. 2007
• Supervisor: prof. JUDr. Petr Hajn, DrSc.

Masaryk University

Faculty of Law

Master programme / field:
Law and Legal Science / Law