AKA: THE ADVERTISING MARKET IS EXPECTED TO GROW THIS YEAR, BUT AT A SLOWER PACE

16. 5. 2023 AKA estimates that the marketing communications market is worth CZK 136 billion.

REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES

23. 3. 2023 According to AKA research, reduced communication budgets lead to a long-term decline in sales.

AKA: COMMUNICATION INVESTMENTS TO SEE A DOUBLE DIGIT GROWTH THIS YEAR

7. 4. 2022 The Association of Communication Agencies (AKA) expects marketing communication investments to grow by 12% this year. The investment dynamics is going to accelerate compared to previous years.

THE MEDIA MARKET SUPPORTS THE NEW AMENDMENT TO THE PHARMACEUTICALS ACT WHICH GOVERNS ADVERTISING

23. 1. 2018 Media operators and advertising agencies from professional associations support the new amendment to the Pharmaceuticals Act, which will be voted on at the plenary session of the Chamber of Deputies on Friday and which proposes to repeal the latest amendment to the Act on Regulation of Advertising. In the last year, the Act on Regulation of Advertising was amended as a rider to the Pharmaceuticals Act. The responsibility for the compliance of advertising content with the law was extended to the broadcasters and it concerns selected types of product – medicinal products for human use, food supplements and foodstuffs intended for particular nutritional uses and for infant nutrition. Until then, it had only been the subjects, which had helped create the advertising content, who had been responsible for the compliance of advertising of such products with the law, as is the case with other types of products. The amendment seeks to return to the original form of the Act on Regulation of Advertising. The problematic amendment, which introduced the joint liability of the disseminator of advertising for the compliance of the advertising content (medicinal products for human use, food supplements and foodstuffs intended for particular nutritional uses and for infant nutrition) with the law, has been effective since April 2017. The amendment has not contributed to increasing the level of consumer protection. Instead, it has proved to be easily misused in the competitive fight among the producers of the products concerned. In the spring of last year, the entire media sector warned that extending the responsibility for the compliance of advertising content with the law to the disseminator of advertising could not contribute to increasing the level of consumer protection. The reason for this is that the advertisers do not have any professional qualification or legal tools to gather the necessary background information that would help them professionally assess, for instance, whether the advertised product actually strengthens one’s immune system or not.