Complaints (2007–2008) to Polish Board of Advertising (Rada Reklamy) as an expression of consumer democracy

Anna Gruhn

English version of the article

This article is an attempt to evaluate the phenomenon of filing complaints on advertisements to the Polish Board of Advertising between 2007–2008. This kind of communication activity, facilitated by the development of the Internet, may be considered an expression of the concept of consumer democracy, and, in a broader sense, of civic society. The arguments were based on a content analysis and a sociological analysis of the complainants (person filing a complaint, sex and place of living). The author also considers the applicability of the notion of prosumer in the analysis.

KEYWORDS

civic society, consumer democracy, self-regulation, Polish Board of Advertising, complaint on an advertisement, consumer, prosumer