Abstract
The problem of the opportunity to place advertisement in mass media has been analysed both by Polish courts and the European Court of Human Rights only with regard to the content of said advertisement and its reference to current legal advertising bans. However, there occurred a significant problem not only from the point of view of the freedom of press, but also civil liberties, namely that of presenting advertisement undesired by newspaper editors. Cases tried by Polish courts, one being subject to analysis of the European Court of Human Rights, prove that within the scope of placing advertisement the voice of publishers and editors is decisive. Any citizen referring to the freedom of speech stands no chance that the content of advertisement presented by them will be published. Free press is to be free to choose advertisement, and what’s crucial here is the economic freedom of contract. tantamount to conceding that this norm ceases to exist, but only affirms that it cannot be applied.
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