Cywilnoprawna problematyka wykorzystania gry komputerowej jako narzędzia promocji: in-game advertising oraz advergaming
A Set of Civil Law Issues Related to Using a Computer Game as a Promotional Tool: In-game Advertising and Advergaming

Summary/Abstract: The paper discussed two phenomena characteristic of using a computer game as a promotional tool: in-game advertising and advergaming. The starting point for the considerations comes as a presentation of the historic and social context of the phenomenon. The presentation also provides a list of indispensable definitions. The further analysis in-vestigates an obligation to apply the advertising regulating provisions included in the most essential acts of law to computer games. The reason-ing is supplemented with deliberations regarding the issue of advertising of virtual products which do not have real equivalents. In further order, the paper investigates a phenomenon of an advertiser’s seeking redress on the grounds of defective advertising, as well as a possibility of the violation of the personal rights of authors of a game which stem from including an advertisement into the game or from product placement allowed by the publisher without their knowledge and consent.

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