Between advertising and surreptitious advertising. Legal aspects of sponsored articles and product placement in the Polish printed and online press

Maria Łoszewska-Ołowska

Pełny tekst artykułu English version of the article

Legal regulations concerning advertising on radio and television are numerous and exhaustive. A different situation occurs when looking at advertising in the printed and online press. This article, citing the normative definition of advertising, includes consideration of surreptitious advertising. Although this type of practice is forbidden, the fight against this phenomenon is difficult. The paper makes attempts to look at the boundary between what is permitted and what is forbidden by prism of promotion tools in the printed and online press. This includes product placement and sponsored articles.

KEYWORDS

advertisement, surreptitious advertising, product placement, sponsored article, printed press, Internet/the Web