Biblioteca PGR


PP390
Analítico de Periódico



ANTUNES, José Engrácia
O direito da publicidade : breve introdução / José Engrácia Antunes
Boletim da Faculdade de Direito, Coimbra, v.93 n.2 (2017), p.771-848


DIREITO DA PUBLICIDADE / Portugal, PUBLICIDADE COMERCIAL / Portugal, CONTRATO DE PATROCINIO PUBLICITARIO / Portugal, MARKETING / Portugal, DIREITO COMERCIAL / Portugal, DIREITO DOS CONTRATOS / Portugal

The advertising law is a brand new area of Commercial Law which designates the body of legal rules principles relating to the subjects, contracts and effects of the advertising. The term “advertising” (werbung”, “publicité”, “publicità”, “publicidade”) generally means any form of communication addressed to the public following the initiative of a natural or legal person in the realm of exercise of its economic activities, with the goal of promoting the sale of its goods and services as well as its corporative image, This articles aims at presenting a brief introduction of the emerging novel legal branch, by analysing its scope of application, its core principles, its legal framework (including forms, types and liability od advertising activities), giving a particular attention to the study of the main types of advertising contracts.