Srovnávací reklama v ČR a v zahraničí

Mgr. Adam Kurzok

Master's thesis

Comparative advertising in the Czech Republic and abroad

Abstract:

The diploma thesis with the title - Comparative advertising in the Czech republic and foreign countries is focused in 20 000 words mainly on domain of unfair competition and comparative advertising in the Czech republic and takes a detailed view on current legal status, being seen in the Czech commercial law act nr. 513/1991, as well as points out some legal inaccuracies in implementing the Directive 84/450/EEC concerning misleading and comparative advertising and makes the suggestions about prospect legal amendments. First chapter called the introduction describes author's attitude the main topic a states the way of creating and approaching this work. Second chapter - the concept of comparative advertising introduces the reader into the area of advertisements, comparative advertisement, economic competition and also the function of economic comparison, more space is dedicated to author's own structure and approaching. There are defined two types of comparative advertising a broader and more narrow concept broader includes much more comparison and advertising, than is legally defined, on the other hand, the narrower point of view is exactly specified area of legally defined comparative advertisement in the virtue of the Czech commercial code and EU directive. Third chapter talks about the history of comparative advertising in the Czech republic and only briefly brings the description of period from the 1920's until year 2000, when the EU directive had been implemented into the Czech commercial law. The basis of the thesis is located in the chapter nr. 4, where the current Czech comparative advertising is analyzed via § 50a of the commercial code author solves the question, if the comparative advertising is a priori allowed or restricted with the answer of second. The method of regulation is analyzed in a detailed way with schema included. A relation between comparative advertising and general rule of unfair competition is discussed and the author consistently recounts the conditions, under which the comparative advertisement is said to be allowed. The author tries to add a mixture of own opinion into quite a hot topic among Czech business law experts. Under next section a defense against the comparative advertising finds its place every possible reaction under the Czech law to an incovenient comparison is mentioned with an accent to blow-by-blow analysis of parties, possibly taking sides in the court proceedings with each particular claim a side can request. A list starts with self-regulatory body of the Czech Council for advertising and possible proceedings, and finishing with court injunctions. A special chapter puts its attention on a specific area of the internet comparative advertising with a big priority of pay-per-click advertisements systems. The thesis approaches the topic with own classification and mentions the recent trends in this question, also containing links to a judicial precedents.

Keywords

srovnávací reklama, srovnávání, nekalá soutěž, generální klauzule, nároky z nekalé soutěže, srovnávací reklama v USA, srovnávací reklama v ČR, srovnávací reklama v Polsku, sporvnávací reklama ve Velké Británii, Polsko, Velká Británie, reklama na internetu, nekalá soutěž na internetu, soutěžní právo, příklady srovnávací reklamy, zlehčování, nebezpečí záměny, těžení z dobré povsti, parazitování na dobré pověsti, směrnice EU o nekalé a srovnávací reklamě, označení původu, ochranné známky, judikáty ESD, Rada pro reklamu, předběžné opatření, soutěžitelé, spotřebitelé, kontextová reklama, aktivní a pasivní legitimace z nekalé soutěže

Language used: Czech

Date on which the thesis was submitted / produced: 28. 4. 2006

Thesis defence

• Date of defence: 31. 5. 2006
• Supervisor: JUDr. Eva Večerková, Ph.D.

Masaryk University

Faculty of Law

Master programme / field:
Law and Legal Science / Law