The Relation between Advertising and other Information on Goods and Services: the Legal Aspect

Laimonas Markauskas

Abstract


The author of the article analyzes the concept of advertising as a legal category as well as the problems of the distinction between advertising and other information on goods and services. The article deals with the discussion of the features of advertising (which are important in order to separate advertising from other information on goods and services), the case law of various Lithuanian courts regarding the recognition of the information on goods and services as advertising, and the analysis of certain provisions of Lithuanian laws related to the distinction between advertising and other information on goods and services. One of the forms of information which has specific features is advertising. The main feature which helps to distinguish between advertising and other information on goods and services and which is established in the laws and reflected in the Lithuanian case law is the special intention of advertising, i.e. to promote certain goods and services; however, some Lithuanian laws emphasize remuneration as a specific feature of certain advertising as well. The author of the article analyzes the importance of the abovementioned features of advertising when deciding on the recognition of certain information as advertising and their application in the Lithuanian case law.

Keywords


advertising; definition of advertising; features of advertising

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"Societal studies" ISSN online 2029-2244 / ISSN print 2029-2236