The Maltese law of advertising : a critical approach

Abstract

It is often very difficult to restrain oneself from being lured by an advert. Therefore, one of the reasons behind the enactment of legal instruments in advertising should precisely be to protect users of all kinds of media from improper and unfair commercial practices. The main objective of this thesis is to define the role and functions of the Maltese regulatory bodies aimed to safeguard the interests of all the parties concerned in the advertising industry. This study emphasises the need of media literacy and the proper applicability of advertising rules. The general view is in favour of the implementation and enforcement of measures intended to protect the weaker strata of society. Hence, adequate monitoring of advertising content, transmitted on the media in general, is being considered a necessity to ensure an ongoing review of the law and to guarantee justice to any aggrieved party. This research will also delve into the integrity of the Maltese law, motivated primarily by European legislation, and the various standpoints of the Maltese and foreign Courts and local decisions of the competent authorities. All the notions dealt with in this critical study seek to achieve the proper functioning of a sustainable local media industry.