UDC 659.4:366.4(4-672EU)(094.5)
Biblid: 1451-3188, 15 (2016)
Vol. 16, No 55, pp. 183-191

Оriginal article
Received: 01 Jan 1970
Accepted: 01 Jan 1970


Jovanović Jelena (Факултет за пословне студије, Београд), jelena.jovanovic101@yahoo.com

The reason for writing this paper was the First Extraordinary Session of the National Assembly of the Republic of Serbia in 2016 at which the Draft Law on Advertising was adopted. The subjects of this paper are Directives of the European Union and the legislation of the Republic of Serbia, which is partly based on them. The aim of this paper is to provide information that would help readers to be more familiar with the term misleading advertising and what it entails. Companies who offer products or services in that manner that their advertising messages provide accurate and timely information enable themselves to enhance their good reputation, gain customers and have prospects for a successful business. On the other hand, customers who are well informed about their rights and about products or services for which they are interested in purchasing, are less likely to be intentionally or unintentionally mislead. Also, consumers who are well aware of their rights rarely find themselves in a situation to be somehow deceived when advertised products or services are in some way different in reality than they are in ads.

Keywords: misleading advertising, legislation, directive, Republic of Serbia, European Union