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Presentation
Presentation
Advertising Law aims do analyse and discuss the principles and provisions that regulate commercial communication (advertising in a wide sense) and the legal relations thereof between the various actors (advertisers, consumers and media), crossing Private Law and Public Law. In a modern world, commercial communication is fundamental for the development of business and markets.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 7
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Year | Nature | Language
Year | Nature | Language
1 | Optional | Português
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Code
Code
ULHT6659-24569
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Introduction to advertising/marketing tools. The foundations of advertising law: advertising code and unfair commercial practices regulations. Media advertising special regulations: Tv, radio and press laws. Advertising self-regulation instruments: ICC, EASA and Portuguese ARP codes. Principles of advertising law. Unfair commercial practices: false and misleading advertising, and aggressive advertising. Unfair commercial practices and unfair competition regulations: the fragmentated legal approach. Comparative advertising. Children and advertising. New advertising law problems I: user-generated content (UGC) and influencers. New advertising law problems II: regulation trends on unhealthy food and non-alcoholic beverages advertising. New advertising law problems III: event promotion and ambush marketing.
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Objectives
Objectives
In a modern and global world advertising and commercial communications are more and more important. Individuals, consumers, but also professionals receive a great amount of commercial information from several sources. Advertising law aims to protect those that are targets of commercial communication from being deceived or by other way manipulated by the contents of that communication. Also, advertising law aims to discipline the relations between advertisers, media and advertising professionals, balancing their interests and ensuring an environment of healthy and fair competition. The course will deal with domestic and European advertising and commercial practices law. Students will be encouraged to search for solutions in advertising regulations in force, but also to analyze the existing solutions in a critical way.
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Teaching methodologies and assessment
Teaching methodologies and assessment
The course will be a balance between theorical-practical exposition of topics and dialogue with and between students. The course is not meant to be a personal monologue. During classes students are encouraged to ask questions, give their opinion in relevant subjects and participate in case-solving classes. Presenting assignments is also a very importante learning tool. Attendance of seminars on a regular, continual basis is highly recommended. That’s really important for a good acquisition of knowledge and good results at the final exam. Students grading may result from the evaluation of two or one of three elements: a written essay and in class participation or a final exam.
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References
References
Amorim, Ana - Manual de Direito da Publicidade. Petrony: 2018 Chaves, Rui Moreira - Regime Jurídico da Publicidade. Almedina: 2005
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Office Hours
Office Hours
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Mobility
Mobility
No
