Abstract:

This paper aims to highlight a model of consumer protection used in Romania, that is useful against subliminal practices used in TV commercials. In recent years, advertisers have been using different strategies to change consumer behavior and have prompted them to buy unnecessary products. In order to implement a system of unitary consumer protection, it is necessary to make optimal use of the existing legislative framework. In this respect, the paper proposes an information model between public authorities and consumers, namely consumer protection by the authorities. Considering the evolution of the means of communication as well as the objective of subliminal messages in TV commercials - promoting consumerism, a situation inconsistent with objective information of consumers, the paper tests the proposed model by formulating seven hypotheses.