Reklamos teisinis reguliavimas

Abstract

The aim of the paper is to review the advertising law in the Republic of Lithuania. The review is based on the analysis of the Lithuanian laws, ED laws and the case-law formulated by the Supreme Court of Lithuania, Constitutional Court of the Republic of Lithuania, the Supreme Administrative Court of Lithuania or the Court of Justice of the European Communities. The paper, however, does not include the review of misleading advertising and comparative advertising. The paper covers these questions: - The paper presents the aim of the Law on Advertising - to improve consumer information concerning goods and services, protect consumer interests, protect freedom of honest competition and create conditions for the development of advertising activity. Furthermore, the paper provides main definitions, which include definitions of advertising, surreptitious advertising and the consumer of advertising. These notiolls are explained in the context of the rulings made by the Constitutional Court of the Republic of Lithuania, the decisions of the Supreme Court and Supreme Administrative Court of Lithuania. The paper covers some of the practice of the Court of Justice of the European Communities. - The main principles and general requirements of advertising. The requirements derive from the provisions of Lithuanian laws. This part includes comparison with France, Hungary, Italy and other ED countries in order to show the different conceptions of the same principles of advertising. - The definition of outdoor advertising and the main requirements for the outdoor advertising. - The legal basis for the control of advertising use in the Republic of Lithuania. It overviews Institutions and Agencies of Control existing in the Republic of Lithuanian, that are responsible for the analysis of the complains concerning advertising. The basic role falls on the National Consumer Rights Protection Board.