Neuromarketing from a Legal Perspective

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68378122%3A_____%2F17%3A00474160" target="_blank" >RIV/68378122:_____/17:00474160 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Neuromarketing from a Legal Perspective

Popis výsledku v původním jazyce

Neuromarketing utilizes modern techniques of monitoring brain functioning in order to design efficient advertising contents. Due to its capacity to interfere with and to influence decision process of customers, neuromarketing is regarded as highly controversial. The article examines possible manners of protection of individuals from the perspective of personal autonomy and privacy protection. It analyzes possibilities of challenging validity of legal transactions made under influence of neuromarketing based advertising as well as applicability of unfair practices in advertising. The paper also claims that the current personal data protection legislation is not applicable. Privacy of mind is described in terms of privacy of contents and privacy of processes. Mental processes are considered as crucial for creating contents of mind as well as for an individual approach to own privacy. The article concludes that the current regulation of unfair practices as well as the regulation of privacy do not provide an appropriate level of protection and that general clauses should be complemented with specific provision on inadmissible practices in advertising.

Název v anglickém jazyce

Neuromarketing from a Legal Perspective

Popis výsledku anglicky

Neuromarketing utilizes modern techniques of monitoring brain functioning in order to design efficient advertising contents. Due to its capacity to interfere with and to influence decision process of customers, neuromarketing is regarded as highly controversial. The article examines possible manners of protection of individuals from the perspective of personal autonomy and privacy protection. It analyzes possibilities of challenging validity of legal transactions made under influence of neuromarketing based advertising as well as applicability of unfair practices in advertising. The paper also claims that the current personal data protection legislation is not applicable. Privacy of mind is described in terms of privacy of contents and privacy of processes. Mental processes are considered as crucial for creating contents of mind as well as for an individual approach to own privacy. The article concludes that the current regulation of unfair practices as well as the regulation of privacy do not provide an appropriate level of protection and that general clauses should be complemented with specific provision on inadmissible practices in advertising.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50501 - Law

Projekt

<a href="/cs/project/GA16-26910S" target="_blank" >GA16-26910S: Biometrické údaje a jejich zvláštní právní ochrana</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

The Lawyer Quarterly

ISSN

1805-8396

e-ISSN

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Svazek periodika

7

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

10

Strana od-do

40-49

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85028633745