Aggressive advertising in a competitive environment

Abstract

Importance: аggressive advertising as an element of the competitive environment. Purpose: аnalysis of current trends related to problematic issues in the qualification of unfair competition in advertising and the implementation of consumer rights. Research design: аggressive advertising is a rather conditional concept and depends on the subjective perception of it by the consumer. It is believed that aggressive advertising imposes on the buyer an unnecessary product, manipulates him, distorts his value settings, in fact, deceives him. But in principle, even conscientious advertising that offers a quality product and helps the consumer get rid of problems can look aggressive due to annoying advertising presentation. Results: the issue of the use of aggressive advertising in the implementation of entrepreneurial activities and modern development trends is considered in detail. It was revealed that aggressive advertising should be assessed for factors of obtaining unreasonable advantages in competition, such as: cheating the buyer, discrediting a competitor, misleading about the quality and consumer properties of the product, price and terms of purchase of this product. There is a need for a normative fixing of the concept of aggressive advertising as a type of unfair advertising, as well as a change in the very concept of advertising, enshrined in the Law on Advertising.