| Abstract [eng] |
The relevance of the study is related to the development of the advertising industry, and as this industry grows, it is and is more and more important to analyze the challenges and problems of the implementation of ethics in the Lithuanian legal system. The key issue of the thesis is: what is the nature and significance of the ehtical branches of advertising submitted to the Office of the Equal Opportunities Ombudsman in 2016 – 2021 for the Lithuanian advertising legal system? The aim of this thesis is to analyze the challenges of the implementation of advertising ethics in Lithuania in 2016 – 2021, based on the cases of ethical breaches in advertising submitted to the Office of the Equal Opportunities Ombudsman: to describe the concept of ethics and its relation to the social norms prevailing in the society, to present the concept and development of advertising and its impact on the consumer from a theoretical perspective, to compare the concepts of ethics and advertising and identify the points of interaction between them, to examine the laws on advertising ethics in Lithuania and the EU. A critical, comparative and interpretative analysis of the cases of complaints submitted to the Office concerning breaches of advertising ethics revealed that companies are still using various types of advertising to promote unfair and unethical advertising to consumers. The highest number of advertising ethics violations in the 2016 – 2021 Office‘s notes relates to gender discrimination against women. Unethical advertising often uses stereotypes of women as potential sex objects, objectifying their bodies, which promotes gender inequality and discriminates one gender against another. |
