prof. JUDr. Josef Kotásek, Ph.D.

The Polarizing Concept of Sexist Advertising in the Context of Unfair Competition. This article offers a critical examination of the legal classification of so-called sexist advertising within the framework of unfair competition law, construed broadly to encompass the regulation of unfair commercial practices under the Czech Consumer Protection Act. Drawing on definitions articulated in soft-law mechanisms and self- regulatory initiatives; the author analyzes the development of the concept of sexist advertising and its interpretation in recent Czech case law. The study aims to integrate these conceptual frameworks into the legal architecture governing unfair competition and unfair commercial practices. Emphasis is placed on the regulatory tension between the objectives of competition law and the prohibition of discriminatory advertising. The author evaluates the potential for addressing such advertising through the general clause prohibiting "infringements of public law with competition implications". The article concludes that a reflexive and principled approach - rooted in the regulatory purposes of competition law - provides a coherent solution. Such an approach prevents the incorporation of inconsistent axiological standards into the application of unfair competition provisions, thereby safeguarding legal certainty and doctrinal consistency.

(Ne)žádoucí důslednost při výkladu contra proferentem Josef Kotásek 1. Ve většině právních řádů se setkáme s výkladovým pravidlem, dle kterého má být pochybný výraz ve smlouvě vykládán k tíži...