Legal regulation of the advertising of vocational education services - the role of truth and recognition of advertising criteria

Abstract

Abstract: nowadays advertising is the most important phenomena in the modern market economy. It can be the impetus of competition, the vehicle for communication and the result of a fundamental right of people – the freedom of expression. Also, it is the powerful force in shaping consumers’ preferences. Today advertising became the communication, which has the main goal – to persuade consumers about products, services and brands. Sometimes we use this type of communication in such way that person to whom the information is intended can hardly distinguish whether it is objective information or advertising. Ability to choose properly information is very important in the selection process of further education. The purpose of this article is to investigate the legal relations between consumers (learners) and educational service provides, who uses the advertising as a tool to affect consumers’ desire to choose proposed vocational education or further training service.