Content marketing in the context of selected legal acts

The aim of this article is to locate content marketing in the context of legal regulations. Thus far, in the literature on the matter there have been statements analyzing this form of marketing activity only within the context of the press, and what is more, these considerations have been limited to the analysis of issues related to Internet blogs. However, due to the fast-growing audio and video messaging on the Internet, it is appropriate to consider the phenomenon of content marketing in comparison with its forms, which, particularly as of late, have been significantly gaining in popularity. The need for a broader analysis of issues related to content marketing is not restricted to the emergence of this form of promotional activities. It also seems warranted to analyze this phenomenon more comprehensively on the basis of law, due to the fact that it is not limited to the subject matter covered by the Press Law in Poland. Therefore, the purpose of this article is the legal analysis of the content marketing phenomenon with the consideration of its less discussed forms, i.e. audio and video. Such considerations seem necessary, as this type of content is becoming increasingly popular and yet its authors still lack the necessary legal awareness to assess whether they are obliged to comply with specific legal obligations in connection with their creations and publications. The purpose of this article is to determine whether, and if so – in what cases, the authors of such content must comply with certain legal conditions in order to legally distribute it, which in turn will help to identify the specific liability of its authors in a given case.

Keywords: services provided by electronic means, radio, television, audiovisual services on demand, podcast, vlog, blog

The aim of this article is to locate content marketing in the context of legal regulations. Thus far, in the literature on the matter there have been statements analyzing this form of marketing activity only within the context of the press, and what is more, these considerations have been limited to the analysis of issues related to Internet blogs. However, due to the fast-growing audio and video messaging on the Internet, it is appropriate to consider the phenomenon of content marketing in comparison with its forms, which, particularly as of late, have been significantly gaining in popularity. The need for a broader analysis of issues related to content marketing is not restricted to the emergence of this form of promotional activities. It also seems warranted to analyze this phenomenon more comprehensively on the basis of law, due to the fact that it is not limited to the subject matter covered by the Press Law in Poland. Therefore, the purpose of this article is the legal analysis of the content marketing phenomenon with the consideration of its less discussed forms, i.e. audio and video. Such considerations seem necessary, as this type of content is becoming increasingly popular and yet its authors still lack the necessary legal awareness to assess whether they are obliged to comply with specific legal obligations in connection with their creations and publications. The purpose of this article is to determine whether, and if so – in what cases, the authors of such content must comply with certain legal conditions in order to legally distribute it, which in turn will help to identify the specific liability of its authors in a given case.