20.500.12556/DKUM-85712 Problematika civilne odgovornosti vplivnežev na socialnih omrežjih magistrsko delo The problem of civil liability of influencers on social networks Prisotnost in uporabnost socialnih omrežji se povečuje iz dneva v dan. Zaradi vedno večje priljubljenosti so se na socialnih omrežjih razvile tudi druge aktivnosti, ki nam vsakodnevno lahko olajšajo življenje. Pomembna dejavnost, s katero se magistrsko delo ukvarja je na eni strani nakupovanje in na drugi strani oglaševanje najrazličnejših izdelkov in storitev, kar posledično odpira nekatera pomembna pravna vprašanja glede poštenega oglaševanja in zadostnega varstva potrošnikov. Čeprav je dejavnost oglaševanja svetu poznana že zelo dolgo, se je s pomočjo spleta in preko najrazličnejših spletnih platform razvil tudi marketing spletnih vplivnežev, ki s seboj prinaša nove izzive s področja oglaševanja in varstva potrošnikov. Za lažje razumevanje vprašanj, ki se pojavljajo pri vplivnostnem marketingu je pomembno tudi predhodno poznavanje lastnosti spletnih vplinežev, saj so le te lahko ključne pri opredeljevanju njihovih ravnanj. Vplivneži na eni strani nastopajo kot oglaševalci in promotorji najrazličnejših izdelkov ali storitev, hkrati pa sledilcu na enak oz. podoben način prikazujejo svoje zasebno življenje in s tem ustvarjajo osebnejši in pristnejši odnos. Sledilci na drugi strani zaradi narave dela vplivneža v razmerju nastopajo tudi kot potrošniki in so, zaradi odnosa, ki ga ustvarijo z vplivnežem, bolj izpostavljeni nevarnostim oglaševanja in v določenih situacijah tudi ranljivejši, zato je nujno, da se njihov položaj dodatno zaščiti. Glede kršitev, katerih se spletni vplivnež lahko poslužuje, se je smiselno na civilnopravnem področju ukvarjati tudi z vprašanji civilne odgovornosti vplivneža, nasproti sledilca oz. potrošnika. S tem namenom sem se v magistrski nalogi ukvarjala tudi z vprašanjem odškodninske obveznosti in se glede na predpostavke poskušala opredeliti do položaja spletnega vplivneža. Tako sem se opredelila do različnih oblik protipravnega ravnanja vplivnežev, morebitne škode, ki bi zaradi takih ravnanj lahko nastala potrošniku in seveda vzročnosti med tema dvema predpostavkama, ki jo utemeljujem tudi na samem vplivu vplivneža in odnosu, ki se ustvari. Precej opcij je možnih tudi pri predpostavki krivde, nenazadnje je pomembno presojati tudi stopnjo skrbnosti, ki se od vplivneža lahko pričakuje, saj je odprto vprašanje, ali mu lahko pripišemo višjo stopnjo skrbnosti ravnanja t.j. skrbnost strokovnjaka. Zaradi novosti, ki prihajajo z vplivnostnim marketingom je potrebno v smeri varstva potrošnika narediti določene premike, ki bodo sledili spremembam na oglaševalskem področju in poskrbeli za zaščino posameznika v pravnem prometu. Zakonodaja počasi napreduje v smeri urejanja tega področja, različne organizacije izdajajao tudi smernice in priporočila glede vplivnostnega marketinga in ravnanja spletnih vplivnežev na sploh. Kljub temu pa se zdi, da je področje vplivnostnega marketinga v nekakšni sivi coni zakonodaje in so potrošniki glede na nevarnosti, ki jih ta oblika oglaševana prinaša premalo zaščiteni. The presence and usefulness of social networks is increasing day by day. Due to their growing popularity, social networks have also developed other activities that can make our daily lives easier. An important activity dealt with in the Master's thesis is shopping on the one hand and advertising a wide variety of products and services on the other, and consequently this raises certain important legal issues in terms of fair advertising and sufficient consumer protection. Although advertising has been known to the world for a very long time, online influencer marketing has developed with the help of the Internet and through various online platforms, bringing with it new challenges in the area of advertising and consumer protection. In order to better understand the issues that arise in influencer marketing, it is also important to have a prior knowledge of the characteristics of online influencers, as these can be key in defining their behaviour. On the one hand, influencers act as advertisers and promoters of a wide range of products or services, while at the same time they show their private life in the same or similar ways to their followers, creating a more personal and authentic relationship. Followers, on the other hand, because of the nature of the influencer's work, also act as consumers in the relationship and, because of the relationship with the influencer, are more exposed to the dangers of advertising and, in certain situations, more vulnerable, which is why it is essential to further protect their position. With regard to the violations that an online influencer may commit, it is also reasonable to address the civil liability of the influencer vis-à-vis the follower or consumer in the civil law area. To this end, in my master's thesis I also dealt with the issue of the tort liability and tried to define the position of the online influencer in the light of the assumptions. I have thus looked at the various forms of unlawful conduct by influencers, the potential damage that such conduct could cause to consumers and, of course, the causality between these two assumptions, which I also base on the influence of the influencer itself and the relationship that is created. There are also a number of options for the assumption of fault, and it is also important to assess the standard of care that can be expected of the influencer, since it is an open question whether a higher standard of care can be attributed to him, i.e. that of a professional. The new developments in influencer marketing make it necessary to make certain steps in the direction of consumer protection, following the changes in the field of advertising and ensuring the protection of the individual in the legal market. Legislation is slowly moving towards regulating this area, and various organisations are issuing guidelines and recommendations on influencer marketing and the conduct of online influencers in general. However, it appears that the field of influencer marketing is in a somewhat grey area of the law and that consumers are not sufficiently protected in view of the dangers posed by this form of advertising. vplivnostni marketing – spletni vplivneži – oglaševanje – varstvo potrošnikov – socialna omrežja – nepoštene poslovne prakse – odškodninska obveznost influencer marketing - online influencers – advertising - consumer protection - social networks - unfair commercial practices - liability for damages true true false M. Erce Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-09-06 19:14:47 2023-10-17 15:33:28 2023-10-18 09:03:32 0000-00-00 00:00:00 2023 0 Maribor 0 Maribor Sistemske zahteve: pdf bralnik 1 spletni vir (1 datoteka PDF (46 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 351.765(043.3) 168837891 MAG_Erce_Marusa_2023.pdf MAG_Erce_Marusa_2023.pdf 1 213E83CDA06F4872119000A7E6AB6597 4c68e33c6209f0342b10befc5c300342811f0e275da76381c08daa809c2abacb afb70600-5ad6-11ee-a8e6-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=172867 Pravna fakulteta 0 0 0