Misleading Advertising in Marketing Practice

This bachelor’s thesis aims to study the issue of misleading advertising in marketing practice. Its theoretical part is divided into two parts. The first part describes the function and the role of advertising in marketing. In the second part the terms “ethics in advertising”, “unfair competition” and “misleading advertising” are defined. The practical part of the thesis focuses on the identification of misleading advertising in the Czech market and gives the insights into the reasons why retailers and advertising agencies use misleading advertising in their activities despite strict legislation and sanctions on the cases of deceptive advertising. In the form of the questionnaire it is revealed what can be done to prevent advertising agencies and retailers from such unethical behavior. The conclusion of the work suggests an overall evaluation of the above-mentioned research. It points at the prospects of how the attitude of marketers to misleading advertising may alter in the future after the changes I have proposed in my work. All in all, this work should be devoted not only to misleading advertising in the work of an advertiser, but also to which changes ought to be introduced to protect the rights of consumers.