| Abstract: | Magistro baigiamojo darbo „Ar azartinių lošimų reklama neprieštarauja LR Reklamos įstatyme įtvirtintiems principams?“ tyrimas yra susijęs su LR Azartinių lošimų įstatymo nuostatomis reglamentuojančiomis azartinių lošimų reklamą, kurios deklaruoja, jog azartinių lošimų reklama Lietuvoje yra draudžiama, tačiau reklamos davėjams palieka teisę reklamuoti azartinius lošimus organizuojančių bendrovių pavadinimus, prekės ženklus ir bendrovės organizuojamų lošimų rūšis. Azartinių lošimų reklamos tema mūsų šalyje yra mažai nagrinėta, tačiau be galo aktuali, nes situacija Lietuvoje rodo, jog visuomenė vis labiau kenčia nuo priklausomybės lošimams, dėl ko kyla žala sveikatai, didėja nusikalstamumas, auga savižudybių skaičius, yra santuokos ir šeimos. Pirmame skyriuje apibrėžiama, kada reklama gali ir turi būti ribojama, atskleidžiamas pagrindinių LR Reklamos principų – padorumo bei teisingumo ir atpažįstamumo - turinys, nustatomi kriterijai ir vadovaujantis moksline literatūra, ikiteisminių institucijų ir Lietuvos teismų suformuota praktika pateikiami nustatyti minėtų principų pažeidimų pavyzdžiai. Antrame skyriuje, vadovaujantis pirmojo skyriaus išvadomis, azartinių lošimų žalos sveikatai bei įtakos nepilnamečiams asmenims atliktais tyrimais, apibendrinimais bei loginės ir Lietuvos teismų formuojamos praktikos analizės būdu nustatomi azartinių lošimų reklamos prieštaravimai aptartiems principams, o lyginamuoju metodu atliekant Lietuvoje aktualių draudžiamų – tam tiktų vaistų, alkoholinių gėrimų bei tabako gaminių reklamos tyrimą, gautomis išvadomis, formuluojami azartinių lošimų reklamos prieštaravimai LR Reklamos įstatyme įtvirtintiems principams ir socialinei visuomenės gerovei. Vadovaujantis atliktais užsienio bei Lietuvos moksliniais tyrimais ir Lietuvos departamento statistika nustatoma, kokią įtaką turėjo minėtos reklamos draudimas visuomenės gerovei.
Presentation of the research aim, problem, hypothesis:
The aim of the thesis is to reveal and analize the content analysis of the principles enshrined in the Law on Advertising of the Republic of Lithuania in order to determine which breaches of the principles of advertising are serious and inadmissible, to analyze the aspects of gambling advertising in order to determine whether gambling advertising has features that may contradict the above principles and to determine whether these contradictions are significant enough to reasonably state that gambling advertising in all cases contradicts the provisions of the Law on Advertising of the Republic of Lithuania.
This research is related to the provisions of the Law on Gambling of the Republic of Lithuania regulating gambling advertising. Such advertising is prohibited in the Republic of Lithuania, but advertisers have the right to advertise the names, trademarks and types of games organized by the gambling companies. Analyzing such legal regulation, it is theoretically possible to distinguish two violations of the principles cases of advertising enshrined in the Law on Advertising of the Republic of Lithuania:1) gambling advertising infringes the principle of the decency of advertising, since the advertiser, by disseminating information relating to gambling, encourages the involvement of individuals in gambling that causes harm to human health, increases the number of suicides, crimes, marriages and family breakdowns as well as increases financial loss; 2) the principle of fairness of advertising is violated when, by means of misleading advertising, its provider encourages involvement in gambling by all visual and audio means, but does not warn consumers of the harm they cause, which can be particularly damaging to minors and those already suffering from gambling addiction.
The hypothesis raised in this scientific work is that gambling advertising contradicts the principles of decency and justice enshrined in the Law on Advertising of the Republic of Lithuania.
Methods:
Several main methods of legal research are used in scientific paper – analysis, logic and comparison. The content of the principles of the Law on Advertising of the Republic of Lithuania was analyzed by the method of scientific analysis in order to distinguish the elements of the content and violations of these principles which are not compatible with advertising traits. With the help of the method of content analysis of the principles, the essential criteria of the mentioned principles of the application were determined, and, in combination with the method of logical analysis, the essential contradictions of gambling advertising with the content of the principles of the Law on Advertising of the Republic of Lithuania were identified, and the method of case law analysis was used to identify public goods that are vulnerable to gambling. The comparative method was used in the thesis to compare the regulation of gambling advertising with the regulation of alcohol and tobacco advertising in Lithuania. The legal regulation of prohibited advertisements (drug, alcohol, tobacco advertising) was used for comparison.
Course of the research:
The first part of the research discloses when advertising can and must be restricted, reveals the content of the main principles of Advertising in the Republic of Lithuania – decency, fairness and recognizability, sets out the criteria and provides identified examples of violations of these principles. In the second part of the research, in accordance with the conclusions of the first chapter, research on gambling harm to health and the impact on minors, summaries and analysis of logical and practice developed by Lithuanian courts, the contradictions of gambling advertising with the discussed principles are identified, and the comparative method used for the research of prohibited advertisements relevant in Lithuania and the obtained conclusions identify the factors that lead to the contradictions of gambling advertising with the principles enshrined in the Law on Advertising of the Republic of Lithuania and the social welfare of the society.
The main conclusions of the research:
After conducting the research and analyzing the content of the principles of decency, fairness and recognizability of advertising enshrined in the Law on Advertising of the Republic of Lithuania, it was established that gambling advertising violates the principles of decency and fairness of advertising. The principle of decency is violated in that gambling advertising promotes the formation of bad habits, often gambling is addictive, and, according to the practice formed by Lithuanian courts and research data, this affects not only the gambler’s health, his/her finances and social values, but also the whole society, as the desire to gamble promotes crime and the breakdown of marriages and families. Comparing the regulation of gambling and advertising of medicines, alcohol and tobacco, it has been established that advertising of certain medicines, alcohol and tobacco, in contrast to advertising of gambling, is prohibited to any extent for the purpose of protecting the constitutionally protected value – human health. The research data of foreign countries and Lithuanian research analyzed by the research and the data of the Lithuanian Department of Statistics revealed that an increase in one-hour television viewing increased the risk of alcohol consumption by 9 pct. due to alcohol advertising in television programs, and with the introduction of a ban on alcohol advertising, its consumption has declined. In countries with restrictions on the advertising of spirits, their consumption is 16 pct. lower, and wine and beer – 11 pct lower. An important finding of these studies is that in countries where alcohol advertising is banned, 23 pct. fewer people die in car accidents, and in countries with at least restrictions on the advertising of spirits – 10 pct. Therefore, in the author’s opinion, a ban on gambling advertising that violates the principle of advertising decency would protect the values of the constitutionally protected society.
The principle of fairness of advertising is violated, the dissemination of advertising misleads persons, because gambling advertisers use sounds and images in advertising, which have a positive effect on the subconscious, creating an illusion that gambling is fun entertainment that helps to calm down, get rich, etc., however, failing to inform the public about the negative side of such entertainment, as a result of which the public, minors, gamblers may be misled and involved in gambling addiction and not seek help in a timely manner. |
