The Issue of Passive Sponsorship in the Media

Mariusz Grabowski

Pełny tekst artykułu English version of the article

The legal regulation of sponsorship in media does not cover passive sponsorship, but concerns only active sponsorship – a disadvantage to both broadcasters and recipients. Passive sponsorship occurs when media is “used” for promoting a sponsor. However, its party is not the broadcaster, but other entities – the sponsor and e.g. the organizer of the broadcast event. The author proposes criteria for distinguishing between active and passive sponsorship. The first concerns the contractual obligations of the broadcaster, the second is the participation of the broadcaster in the promotion of the sponsor. The basic notion de lege ferenda is consistency of the legal regulation, concerning promotion in the media, with the law on other forms of promotion.

KEYWORDS

sponsorship, media, promotion, broadcaster, sponsor, media law