AmCham Macedonia Summer 2017 (Issue 54) - Page 12

Cover STORY Summer 2017 / Issue 54 Continued from page 11 legal evolution covering this area. By the end of the 19th century, the first legal acts and decisions emerged in the world’s most developed mar- kets; Croatia has a nearly 100 year tradition, ending when it joined the European Union and its wide range of laws and bylaws were aligned with EU acquis and best practices. Compliance with the country’s leg- islative framework in the Croatia is a must when marketing each product, service or organization. This includes all regulations with respect to mar- ket communications – particularly for products such as alcohol and ciga- rettes, medicine and medical services or those protecting the most vulner- able consumer groups such as chil- dren and young people – including intellectual property protection. Croatia’s entire legal order is aligned with the common European legal framework, meaning that, at least on paper, the country is in step with the most developed market standards. This approach of regulated every- thing – forms, techniques, products, target groups – translates to an huge number of laws and other regulations (over 67 in the Act, the Rulebook, the Decisions and the Convention). Thus, co-regulation and self-regulation are emerging as attractive enforcement solutions. There are a few laws and norms that are particularly important for cer- tain industries, the community and advertising, such as those for unlaw- ful practices, fraudulent and mislead- ing advertising and other forms that are generally prohibited or permitted only in certain cases. Formally, con- sumer protection is the most complex area, both in terms of the number of provisions and its formal aspects as well as the overall protection frame- work (including the National Program and Inspectorate as well as numer- ous organizations that represent consumer concerns with market communications). One key feature is the regulation of media and elec- tronic media. These define advertising conditions and unauthorized forms of practice, including in interactive digital communications. Given their nature, these media are vulnerable to “gue- rilla” advertising, thus are specifically 12 AmCham Macedonia Magazine addressed in laws that protect children, young people and other vul- nerable groups. Another important factor in the advertising industry is its creative nature, requiring intellectual property rights protection of authors’ work on messages, ads and c ̸Qٕ́́ɹ䁄͕ɥ)̰Ցѡ ɥЁЁѡ1܁M%ѕɕ)ٕѥͥQɕѥ́и)䰁ЁͅѡЁ ɽѥéͱѥ́ݥѠչ)ձЁхɑ̰ɕѕѼѡɔɭЁ)չѥQ̰ݔ͡ձͥȁɕձѥݥѠ)Ʌѥ́́ͥͽѥ 䁑ɕձѥ䁉ͥՕ)ݽձѼ䁱ܰݡх́ݽձѕȴ)͕ɕձѽхɑ͕́ЁɅѥѥ̸) ɽѥMɕձѽ )ɥٕ́ѥͥɭЁչѥ)ٔ͡ݸѡЁѡЁɕձ́ɔٕݡɅѥѥ̃L)ɽ٥Յ́Ѽѥͽѥ̃Lѡȁݸхɑ̸)Q̰ѡɔ́ȁ͕ɕձѥѼɔѡ)ͽɽɭЁչѥѡɕЁ)ѡչéѡɥ́ѡѡȸ)Q̰͕ɕձѥݽձɕ́Ѡɕձѽ䁽ٕɱ)ѡ́ѡЁٕѥ͕ͥ́Ѽѡ́յ̸)Mɕձѥ́Ʌѥ ɽѥȁЁ䁅)݅́Օѡݽɱé̸)%Ё́Ʌѥȁ́Ѽɕձєѡȁݸ)٥ȁ٥ѡ́ȁɽͥȁѡȁͽ)ѥ̸Q%ѕɹѥ ȁ ɍ% ́)͕Ёхɑ́ЁɅѥ́Ёѡѥٕ ɽѥ)ѡЁ݅́ѕ䁽ȁѥɽͥͽѥ̀)!UI!U,́ѕ䁹ѥѤ)ѥ̀ɽ5䰁ȁՅ䤸)Q9ѥͽѥ̀!UÍѥձɱ)ѥٔɽٕѥͥѡ́ɍ쁥̃q Ё!ˊt)Օ́ե̰ѕɕ́Ʌѥ́ͅѥ̰́ݕ)QѕЁɵѥ!UIé ѡ́ݥѠЁѕȴ)ѥхɑ́хɝѕɽ́ɕՕѱ䁽͕ٕ)ɅѥՑѡ͔ᅝɅѥɥم٥ѥ́)͔ȁɽɥєٕѥͥЁɕչ)ɕՕЁ٥ѥ́Ց͕́ѕՅɽ)хѥɥʹ她́ݕ́ѕ)ͽ͡չѡѥ́Օɥɭѥ٥Ʌ)ɭѥɕЁɭѥѕɭѥ݅)ͥѼɈɥم䁽ȁѥٔѼյ̸Qӊe)ݡ䁥ӊéͼхЁѡЁѡхɑ́ɽѕЁյ́ɽ)ɽɅѥ́ѡЁɔɕͥٔȁձѥٔ)QɅѕɽѠЁхѕ́)ѡչѥɅѡ́)܁ɽȁ͕̰ͥѥɽɥє)ѕаݥѠɕЁѼɕAɥم䁅ѡȁ٥ѥ)ѕɅѥٔхչѥ̃L٥̷٥́ɕL)ѡȁѕȁɕձѥ͕ɕձѥ)䰁ѡմѡхɑ́䁍́ѡ)ɽͥͽѥ̀䰁ѕɥ䰁ѡձ̰)хѥѕɅѥٔхչѥ́ɔ)́ɔͽɕͥݥѠɕЁѼ啕̰յ)ѡȁչ丁%ɕ͔ѡɽѥ͕ɕձѥ)ѡɽ՝ɽͥٽѥ́ѡչ́)ѥ䁥ɕ͕