Reklama ir teisė į atvaizdą

LTŠiame straipsnyje analizuojama Lietuvos Respublikos reklamos įstatyme, Lietuvos Respublikos visuomenės informavimo įstatyme ir Lietuvos Respublikos civiliniame kodekse įtvirtinta reklamos bei teisės į atvaizdą samprata, reglamentavimo istoriniai pokyčiai ir Europos Žmogaus Teisių Teismo bei Lietuvos teismų praktika. Straipsnio pagrindinis tikslas – išanalizuoti reklamos ir teisės į atvaizdą reglamentavimo istorinius pokyčius bei šių santykių svarbą civilinėje teisėje, apžvelgti reikšmingą šios srities teismų praktiką. [Iš leidinio]Reikšminiai žodžiai: Teisė į atvaizdą; Reklama; Civilinis kodeksas; Teismų praktika; Lietuva; EŽTT. Keywords: Right to image; Advertising; The civil Code; Case law; Lithuania; ECtHR.

ENConcept of advertisement is stated not only in Lithuanian, but also in European Union legislations. To summarize all the concepts in a variety of legislations, advertisement is considered as a presentation of any information about goods or services to users in order to encourage them to purchase goods or services. The main attributes of advertisement are pecuniary and special purpose - encouraging the purchase of goods or services. Relations related to the advertisement are stated in The Republic of Lithuania Law on Advertisement and The Republic of Lithuania Law on Public Information. The right to the image is stated in the Civil Code of The Republic of Lithuania. It provides a general rule, that law protects rights to the image and certain actions are carried out only with the person‘s consent. There is a possibility to restrict this law reasonably when it relates to interests of a public or status of a person (public entities). A person, whose right to the image has been violated, has right to claim in order to terminate illegal actions and compensate pecuniary and non - pecuniary damage. The regulation of the right to the image has not changed historically, although the regulation of the advertisement has many adjustments. The main problems, related to use of image in advertisement, not setting the term of using the image, using the minors’ image without parents consent, difficult separation beetween information, which is not considered to be advertisement and information, which is considered to be advertisement. [From the publication]