This thesis deals with the legal regulation of comparative advertising in the Czech Republic and the Federal Republic of Germany. The aim of this thesis is to explain the correspondences and differences between the legal regulation of comparative advertising in the Czech Republic and Germany using analysis and comparison with particular focus on the European regulation of this institute. The first chapter presents the underlying theoretical system and sets the examined institute into the general framework of legal order. It defines the terms advertising and comparative advertising. Emphasis is put on explaining different approaches of legal orders to comparative advertising as a foundation for an analysis in subsequent parts of this thesis. The first chapter also introduces types of comparative advertising distinguished by doctrine. The second chapter is, due to the irreplaceable position of European legal regulation, dedicated to the genesis of legal regulation of comparative advertising in the European law. This section contains an analysis of single directives and their effects in chronological order. The third chapter uses the knowledge of European law to analyse the evolution of legal regulation of comparative advertising in national legal orders of the Czech Republic and Germany. Historical...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:354439 |
| Date | January 2017 |
| Creators | Vítková, Klára |
| Contributors | Horáček, Vít, Patěk, Daniel |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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