Marketing communication and legal protection of personality. Conflicts, solutions, sanctions, rectification.

The diploma thesis deals with the standard marketing communication and its possible effects on humans. The issue is analysed from a legal point of view and it treats with the recent problems affected by increasing level of technological development. The thesis is divided into two parts, covering part theoretical and part practical. The theoretical part primarily focuses on the individual terminology of the marketing and the marketing communication, continues with the issue of protection of the personality, and also defines the question of both aspects in the context. The thesis comprehensively analyses the regulation of the protection of the personality, the regulation of the marketing environment, as well as focus on the concept and regulation of the media, as major media. From the media view is the thesis derived from two fundamental human rights, which in practice very often come to a mutual dispute. The elaboration of the legislation is supported by the case law. The practical part of the thesis is focused on actual cases, which Czech and foreign courts deal with in particular themes. Sub-part of the thesis deals with the questionnaires investigation, in order to analyse opinions of the public in that matter. In the final part of the thesis are all received knowledge evaluated and applied to a specified hypothesis