Keywords: legal aspects of online marketing, legality of online marketing practices, online advertisement, cognitive biases
Abstract: The aim of the paper is to provide a critical look at the current legal regulation of online advertising and selected issues of online marketing in the Czech Republic with regard to the widespread use of the knowledge of psychology and behavioural economics. Does the lawmaker respond adequately to knowledge about the irrationality of people when it comes to the decision of buying goods and services? How does decision-making practice approach legal regulation? And is decision-making in the Czech Republic, the Slovak Republic and Hungary and uniform? The author will respond to these and some other current issues in this article in the context of his current legal practice.