| Abstract: | Reklama - vienas iš svarbiausių fenomenų modernioje rinkos ekonomikoje. Reklamos teisinis reglamentavimas vis dar formuojasi ir nėra daug tyrinėtas, tikimasi, kad šis darbas bus naudingas ne tik teoriniu požiūriu apie reklamos teisinį reglamentavimą Lietuvoje, galimą įtaką vartotojams reklama skleidžiama informacija, bet ir praktiniu požiūriu reklamos kūrėjams, skleidėjams, padedant tinkamai informuoti apie prekes ar paslaugas, nepažeidžiant vartotojų teisių ir teisėtų interesų bei patiems vartotojams, formuojant požiūrį į reklamą ir ginant savo teises bei teisėtus interesus. Tyrimo tikslas - nustatyti ar reklama perteiktam tariamam poreikiui turėti siūlomą prekę (paslaugą) yra taikomi tiesos ir reklamos atpažįstamumo kriterijai? Tyrimo objektas – reklama perteiktas tariamas poreikis turėti siūlomą prekę (paslaugą). Tyrimo metu iškelti uždaviniai: nustatyti teisinę reklamos sampratą Lietuvoje galiojančiuose teisės aktuose bei Konstitucinio Teismo doktrinoje ir identifikuoti pagrindinius reklamos tikslus (požymius); apibrėžti tiesos kriterijų ir įvertinti ar šis kriterijus yra taikomas reklama perteiktam tariamam poreikiui turėti siūlomą prekę (paslaugą); apibrėžti reklamos atpažįstamumo kriterijų ir įvertinti ar šis kriterijus yra taikomas reklama perteiktam tariamam poreikiui turėti siūlomą prekę (paslaugą). Tyrime naudoti kokybiniai (mokslinės literatūros ir dokumentų turinio analizės) ir teisės aiškinimo metodai (lingvistinis, lyginamasis, sisteminis ir loginis). Atsakymas į klausimą, ar reklamos būdu perteiktam tariamam poreikiui turėti siūlomą prekę yra taikomi tiesos ir reklamos atpažįstamumo kriterijai, yra kompleksinis. Taip, teisiškai yra reglamentuota, kad reklama turi būti atpažįstama ir teisinga, atitikti tiesos reikalavimą, o komercinė veikla turi būti vykdoma sąžiningai ir iš esmės neiškreipiant vartotojo ekonominio elgesio dėl sprendimo priėmimo įsigyti prekę (paslaugą), bet ar ši veikla praktiškai yra tinkamai įgyvendinama, neiškreipiant vartotojo poreikių, naudojant klaidinančią ar lyginamąją reklamą, vykdant nesąžiningą komercinę veiklą, panaudojant klaidinančią ir agresyvią komercinę veiklą, iš esmės priklauso nuo reklamos davėjų savireguliacijos, t.y. etiško ir socialiai atsakingo verslo standartų.
Nowadays advertising is the most important phenomena in the modern market economy. Advertising is the essential force in capitalistic market, which is the impetus of competition, the vehicle for communication of innovation and the result of a fundamental right of all people – the freedom of the speech. Also, advertising is the powerful force in shaping consumers’ preferences. The legal regulation of advertising is still developing, that’s why we need to investigate the legal relation between consumer and producer, which uses the advertising as a tool to affect consumers’ desire to buy proposed product or service. The aim of this work was to investigate whether in the legal regulations the truth and recognition of advertising criteria are applicable to consumer’s assumed need to have product or service which was formed in the influence of advertising. We hope that this master thesis will be useful not only like the theoretical material about advertising law, but also will be useful for the practitioners who create advertising and for the consumers as well. Practitioners will be able to use it like a manual how to inform properly the costumer about product or service without violating their rights and legitimate interest. Consumers can use it like a manual to find out what is forbidden in advertising law and to know when they can to appeal for their violated rights and legitimate interest. The goal of research was to identify whether in the legal regulations the truth and recognition of advertising criteria are applicable to consumer’s assumed need to have product or service which was formed in the influence of advertising? The tasks were set in this master thesis: 1. to identify the legal definition of advertising in Lithuania and European Union legislation and in the legal practice of the Constitutional Court of the Republic of Lithuania and also to identify the main goals of advertising; 2. to define the truth criterion and to evaluate whether the truth criterion is applicable to the consumer’s assumed need to have product or service which was formed in the influence of advertising; 3. to define the recognition of advertising criterion and to evaluate whether the recognition of advertising criterion is applicable to the consumer’s assumed need to have product or service which was formed in the influence of advertising These methods of research were used in this master thesis: the scientific literature and document content analysis and the interpretation methods of law - linguistic, comparative, systematic and logical. The hypothesis was set that for the consumer’s assumed need to have product or service which was formed in the influence of advertising have to be applicable the truth and recognition of advertising criteria. The answer to the question whether the truth and recognition of advertising criteria are applicable to consumer’s assumed need to have product (service) which was formed in the influence of advertising is very complex. Yes, the legal requirements are set to help to protect consumer’s need. The freedom of speech includes the freedom of advertising, but these freedoms are not absolute. They can be limited if they violate another constitutional value, for example, health, honor and dignity, private life. We have legal regulation where is stated that the advertising must be recognizable and truthful. This means that it has to correspond to the truth requirement - objective truth, which have to be checked under some criteria, standards or tests. The commercial practice must be done in good faith without materially distort the economic behaviour of consumers with using a commercial practice to appreciably impair the consumer's ability to make an informed decision, thereby causing the consumer to take a transactional decision that he would not have taken otherwise. In the advertising relation we have average consumer, who is reasonably well-informed and reasonably observant and circumspect, taking into account social, cultural and linguistic factors, as interpreted by the Court of Justice, but also contains provisions aimed at preventing the exploitation of consumers whose characteristics make them particularly vulnerable to unfair commercial practices. The average consumer test is not a statistical test. National courts and authorities will have to exercise their own faculty of judgement, having regard to the case-law of the Court of Justice, to determine the typical reaction of the average consumer in a given case. The law has regulated advertising, has set requirements to protect average consumer from incorrect advertising and unfair commercial practice, but whether the practitioners will use |
