Prawne uwarunkowania działalności reklamowej w Polsce w kontekście regulacji Unii Europejskiej
The Legal Conditions of Advertising in Poland in the Context of European Union Regulations

Summary/Abstract: The increasing importance of one factor conditioning contemporary enterprises operating on international markets cannot be overlooked. That factor is the study of all the different types of legal regulations in the European Union, as they determine the framework of business activity. These legal regulations have a significant influence on the final shape of marketing strategy which can be perfectly visible in marketing communication activity and the putting into practice of various instruments on the international market.These legal conditions are among those changing the most in the European Union’s markets, and in Poland as well. This article is a contribution to the analyses of changes in the regulation of advertisement implemented on the Polish and European markets.

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