INTERNET OGLAŠAVANjE I ZAŠTITA POTROŠAČA

Abstract

Pre-contractual phase of the relation between trader and consumer creates a myriad of situations that may negatively affect the realization of basic consumers’ rights. This is particularly true for contracts concluded with means of distance communication, i..e for contracts that are part of electronic commerce. As conducting activities in the pre-contractual phase aims to enable promotion of goods and services offered to consumers. The legal rules on different forms of advertising undoubtedly influence the legal position of consumers in said phase of their relation with the traders. The main subject of this paper the analysis of the specifics of conveying advertising messages in digital environment and their influence on the realization of basic consumers rights in electronic commerce, defining the main problems that contemporary legal regulation must address, as well as the review of current regulation in Eu law and Serbian law regarding the subject of this paper.