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Look for... the advertisement?!

23 August 2021

One of the frequently appearing forms of advertisement which is prohibited, as part of a marketing strategy, is hidden advertising. Nevertheless, a risk of the inadmissibility of an advertisement, which could be evaluated as hidden, may be avoided when complying with the following simple tips:

  • clearly designate the advertisement of a product or service in any form, contained in any communication media, as advertisement or name the subject who has ordered it;
  • if the spreader of an advertisement is a third person (e.g., television, magazine, web portal, influencer and so forth), check at each time its identifiability as advertisement immediately in introduction of the contents being promoted (e.g., “PR article”, “Sponsored”, “Paid advertisement” and so forth);
  • if the spreader of an advertisement is a third person for which a certain space has been reserved for advertisement (e.g., section “Advertising”, “Commercial publications “, “PR articles “ and so forth), check at each time the correctness of the advertisement placement.

You can learn more on the issue of hidden advertising from an article of Ivan Gašperec and Kateryna Velychko, which was published at the web portal, epravo.sk and to which you will be directed by clicking here.