You should here underline the need of the part of the public opinion. The representatives of the society should’ve the part in formulate, applying and the definite revision of the code of advertising deontology. Experts should come in in the field of the ethics in the composition of social branch offices and the clerical, and also representatives consumers associations. Single citizens should get organized and accumulate at these associations to protect one’s businesses before threats from the side of commercial businesses.

The public power also has here to playing certain part. He isn’t task from one side controls the advertising industry and the imposition him of the definite politics more than they act this in the relation to the different sectors of social money transfer.

From second side the legal control of the content of advertisements and practician of advertising, already existing in many countries, maybe and he should reach beyond the usual prohibition of growing the lying advertisement in the exact sense. „Announce laws and watching over their applying, public powers should take care so that bad using of the centres of social money transfer doesn’t result for good customs and the progress of the society about this”.

The legislation should occupy oneself such on the example matters, the how proportional part of advertisements in the whole of money transfer, especially at the radio television media, and also matters connected with content of advertisements addressed to social groups subject on manipulation, such particularly how children or older people. The political advertisement could also happen the susceptible terrain on the legal control, one is to intend defining, what catfish on her allowed, who and what way he can pick necessary money on the itp. advertisement.

The centres of information should try inform the public opinion about matters relating to advertisements. From the regard on the social influence of the advertisement is showed so that they by the centres of money transfer follow and estimate the activity of the advertising sector critically, similarly as they act this in the relation to the different sectors which exert the strong influence on the social life.

What concerns the Church, then owing he not only to use the centres of money transfer to the evangelization, but to also read in full the sense of the pope John Paul words the attitudes and value are shape II which affirmed that the centres of money transfer made up the central part of the today „Areopagus”on which the exchange of the thought happens. This shows on the existence „deeper reality” than usual — the no matter how important — utilization of the centres of money transfer to propagating the evangelical address. „You should turn on the address itself in this new culture, created by the modern centres money transfer (…), With her new languages, new technicians, new psychological attitudes”.

He important is so that the formation happens the integral part of priestly and educational programmes realized through the Church to help the centres of money transfer in the light of this intuition, in this also by Catholic schools. This owing formation to hug the teaching on the subject of the part of advertisement in the present world and her meaning for the activity of the Church. To be the people preparation to the intercourse with the advertisement in the conscious and vigilant way the aim of this teaching, similarly how with the different forms of social money transfer. As the catechism of the Catholic Church returns the attention, „the centres of social money transfer (…) they can bring to certain passivity at recepient, acting from them not very vigilant consumers on this they hear and see. Recepient should throw on moderation and discipline in the relation to the mass of the media”.

There however, where he exists the freedom of word and the centres of money transfer, the workers themselves of the advertising sector are in the final reckoning responsible for ethical and responsible practising his profession. They shouldn’t only avoid abuse, but also try repair — this possible about how much is — damages done by the advertisement many a time, publishing, paying damages e.g., broadening the range of the publicly useful advertisement itp. in the matter „damages” the council association of the sector and the social groups of businesses have the right to express oneself not only, but also public powers.

There, where incorrect practices are disseminated and strenghten, the creators of advertisements can feel in the conscience even obliged to their correcting for considerable personal victims price. In every one anyway the case of the person who desire to act this what morally corect, guilty to be ready bear losses and personal damages rather, than to proceed unfairly. This is from the certainty Christians, pupils Christ duty, but not only them. „Folding this certificate to the absolute character of the moral good, Christians are not lonely; they find confirmation in the moral sensibility of nations and in all great religious and sententional traditions of West and East. ”

I don’t desire the advertisement from the present world, and this doesn’t expect with the certainty. The advertisement is the important element in the present-day society, especially for the functioning the market economy which becomes more and more general.
I’m careful, that from the causes which we introduced here and in the ways which we described the advertisement can play — and he plays often — positive part in the economic development,
in the exchange of information and idea, in the promotion of the solidarity between individuals and social groups. But he can also do — and he does often — serious damages people
and common good.

One can only wish on the end of these reflections, the person professionally working in the sector of the advertisement, and all you, which they’re engaged in the process of creating the demand on advertisement and her disseminating, eliminated her harmful aspects socially
and placed high moral requirements in the sphere of veracity to oneself, the respect of human dignity and social responsibility. They’ll bring in the own valuable contribution in the progress of the mankind and the building of the common good in this way.