Zavajajoče oglaševanje

• Main Author: Milič, Luka
• Other Authors: Završnik, Bruno
• Format: Bachelor Thesis
• Language: Slovenian
• Published: L. Milič 2017
• Subjects: Oglaševanje; zavajajoče oglaševanje; oglaševalsko razsodišče; slovenski oglaševalski kodeks; slovenska oglaševalska zbornica; mediji.; advertising; misleading advertising; advertising court; Slovenian advertising codex; Slovenian advertising chamber; media; info:eu-repo/classification/udc/659.1; sami
• Online Access: https://dk.um.si/IzpisGradiva.php?id=67394; https://dk.um.si/Dokument.php?id=117295&dn=; https://plus.si.cobiss.net/opac7/bib/12914972?lang=sl

Velik vpliv na naša življenja imajo tradicionalni mediji. V te vrste medijev spadajo televizija, radio, različni časopisi in revije. Na trgu je veliko podjetij, ki so si med seboj konkurenčni, zaradi česar morajo vedno več in boljše oglaševati svoje izdelke oziroma storitve. Dostikrat se pri tem zgodi, da grejo predaleč in posledično zavajajo svoje kupce, ki nimajo dovolj izkušenj in znanja glede izdelkov, ki jih podjetje ponuja. Za zavajajočim oglaševanjem pa podjetja ne škodijo samo potrošnikom, temveč tudi svojim konkurentom, katerim lahko uničijo ugled, prav tako pa tudi sami izgubijo zaupanje ljudi. Pri nas v Sloveniji imamo OR, ki nadzoruje oglase, ki jih podjetja objavljajo. Podjetja se morajo pri oglaševanju držati določil, ki jih določa SOK. Na OR se lahko pritožijo tako fizične osebe oziroma navadni potrošniki, kot tudi podjetja sama. Da podjetja s svojim oglaševanjem ne bi zavajala potrošnikov, lahko svoj oglas pošljejo na OR že pred objavo le tega oglasa in za mnenje poprosijo člane tega odbora. Zavajajoče oglaševanje je kar aktualno, zaradi česar bomo preučili nekaj primerov, tako svetovnih razsežnosti, kot tudi tistih, ki se dogajajo pri nas v Sloveniji. Traditional media has great influence on our lives. Traditional media consists of television, radio, various newspapers and magazines. There are many businesses in the market that compete against each other, which means they have to advertise their products or services in more and better ways. It often happens that the businesses' advertising goes too far, and they end up misleading their customers, who do not have sufficient experience and knowledge about products that are being sold. Misleading advertising is not only detrimental to consumers, but also to competition and the business itself which loses the trust of the consumers. In Slovenia there is an advertising court (OR) that monitors the adverts that are being published by the companies. When companies are advertising they have to adhere to the rules proposed by Slovenian advertising codex (SOK). Consumers or companies can submit a complaint to the OR. Companies can also send their advertisements to the OR before they are published, where they can get an assessment of it in order to avoid potentially misleading their consumers. Because misleading advertising is a current issue we will examine a few cases of both local and global dimensions.