LEGAL ASPECTS OF ADVERTISING AND SURREPTITIOUS ADVERTISING ONLINE

Oglaševanje je sestavni del vsakdanjega življenja in se tako kot družba stalno spreminja in prilagaja novim pravilom in standardom: tehnološkim, etičnim, moralnim ali pravnim. Medtem ko je oglaševanje zelo dinamično in vse bolj ustvarjalno, je na drugi strani pravo zaradi narave delovanja togo in se počasi odziva na spremembe. Spletno okolje dane lastnosti le še potencira. Oglaševanje še hitreje spreminja svoje zakonitosti in premika meje, na področju zakonodaje pa se odpirajo nova vprašanja, ki jih je treba dodatno urediti. Še vedno je veliko uporabnikov, ki spleta ne zaznavajo kot okolja, za katerega prav tako veljajo določena pravila. Takšni uporabniki praviloma niso kritični do prejetih informacij na spletu, kar pomeni, da so precej lahka tarča za oglaševalce. Prikrito oglaševanje je med večino povprečnih potrošnikov slabo prepoznavno in poslednično precej učinkovito.The key goal of advertising is to affect decisions we make in everyday life. To achieve this, its tactics are constantly changing and adapting to the ever-changing environment and technological, ethical, moral or legal advancements. As advertising, especially the online advertising, is very dynamic and increasingly creative in nature, it presents a challenge for the legislators to keep up with. The internet with its rapidly evolving landscape constantly presents advertisers with new and innovative means to target and reach specific audiences across various platforms. The sheer complexity of online advertising and advanced marketing tools, together with the lack out understanding of the former makes an average Internet user an easy target. Flourishing within frameworks of outdated legislation, this goes even more so for the practices of surreptitious advertising, which are increasingly difficult to identify, especially in today’s web-infused and social media-influenced everyday life, where advertising is happening at the speed of light and advertisers learn about consumers’ behaviour and adapt to it with every click they make