Informing Consumers – Protection from Deceptive Advertising
Informisanje potrošača – zaštita od uticaja obmanjujućeg oglašavanja
Abstract
It is widely accepted that only informed consumers are protected from potential violation of their consumer rights. Advertising represents one of the main ways of informing consumers, so it is of crutial importance for it to include adequate information that can facilitate decision making proces regarding the purchase. With aim of pre-venting violation of basic consumer rights, advertising is regulated by legislation, both on EU level and on national level in Republic of Serbia, and while so special attention is dedicated to defining advertising that can possibly lead to deception of consumers. Authors of this paper are focused on analysing legislation and theoretical explanations of deceptive advertising. Results of the research regarding advertising in Serbia and ability of consumers to protect themselves from deceptive advertising are presented. The main aim of the authors is to contribute to increasing level of consumers‘ self-protection through increasing level of their counciousness on deceptive advertising and its concequences.
Apstrakt
Opšte je prihvaćeno mišljenje da su od potencijalne povrede svojih prava zaštićeni samo informisani potro-šači. Oglašavanje predstavlja jedan od osnovnih načina informisanja potrošača, te je od krucijalne važnosti da ono sadrži adekvatne informacije koje potrošačima mogu olakšati proces donošenja odluke kupovini. U cilju sprečavanja povrede osnovnih prava potrošača, glašavanje je regulisano zakonskim aktima, kako na ni-vou EU tako i u Srbiji, pri čemu je posebna pažnja posvećena definisanju oglašavanja koje može dovesti do obmane potrošača. Predmet analize autora u ovom radu su stoga zakonska regulativa i teorijska objašnjenja obmanjujućeg oglašavanja. Prezentovani su i rezultati istraživanja oglašavanja u Srbiji i stepena informisa-nosti potrošača i njihove osposobljenosti da se zaštite od manipulacije oglašivača. Osnovni cilj autora je da doprinesu povećanju nivoa samozaštite potrošača kroz podizanje nivoa njihove svesti o obmanjujućem oglašavanju i njegovim posledicama.
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