| Abstract [eng] |
Social networks have virtually connected billions of users worldwide by offering modern means of information and communication and have become one of the most popular digital marketing tools. The steady growth of users and their increasing involvement encourages advertisers to actively use social networks. The main object of this work is to showcase features of advertising on social networks and analyze them through comparative analysis with advertising in traditional media. The aim of the work is to find out how advertising on social networks differs from advertising in traditional media and to identify problematic aspects of advertising on social networks. Compared to traditional media - television, radio, print - social networks stand out due to quicker technological changes. They provide the opportunity to advertise their products and services in more diverse formats. Advertising on social networks can reach consumers not only in the traditional form but also through personalized content. The so-called influencer marketing is formed through the prism of trust and therefore has a greater impact on consumers but is less controlled than on-demand ads. Social networks are more flexible and allow you to effectively manage user relationships, track results, increase user reach and engagement. In addition, social networks have a lower level of control and the freedom of expression principle is respected. All this leads to greater opportunities for the dissemination of hidden, misleading or otherwise non-compliant advertising on social networks, which leads to violations of the basic principles of advertising - recognizability, fairness and decency. The effectiveness of advertising supervision on social networks is hampered by complex reasons - lack of uniform practice and the excessive scope of responsibilities provided to advertising supervision authorities. It is difficult to objectively assess the performance of advertising regulators due to incomplete reports that do not distinguish advertising on social networks as a separate field of advertising. |
