Abstract
The article indicates the norms of law established in the European Union and Poland developed on the basis of the teachings of the Catholic Church, emphasizing the dignity and freedom of religious feelings, the consumer as a human being. The issue has been compared with the controversial advertising campaigns that broadly use religious beliefs of consumers in order to increase their effectiveness. The stimulus to discuss this issue is the intensification of controversial advertisementsusing religious symbols and cults. This publication also points out the issue of offense of religious feelings in advertising and draws attention to the normative areas of their protection.
Highlights
Reality initiated in advertising is constantly being evaluated in terms of law, ethics and morality
The article indicates the norms of law established in the European Union and Poland developed on the basis of the teachings of the Catholic Church, emphasizing the dignity and freedom of religious feelings, the consumer as a human being
* Deputy Dean of the Faculty of the European University of Law and Administration in Brussels, PhD student at the Catholic University of Lublin in Lublin. Of ethics, those defying one of the basic rights and freedoms of the consumer, which is the right to freedom of religion and conscience, possessing religious feelings and their manifestation, is eventually not an easy task
Summary
Reality initiated in advertising is constantly being evaluated in terms of law, ethics and morality. In advertising, creating a message with the use of religious elements such as symbols or cult is one of the ways to attract consumers’ attention. As well as dignity of consumers as individuals, are personal rights, whose protection in the legislative dimension has been clearly defined. Of ethics, those defying one of the basic rights and freedoms of the consumer, which is the right to freedom of religion and conscience, possessing religious feelings and their manifestation, is eventually not an easy task. Advertisers more and more often consciously refer to the feelings of consumers and use religious symbols in order to increase the effectiveness of advertising. The issue of increasing the protection of religious freedom and dignity of the consumer as of advertising recipient is crucial
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