Tavisuflebis instituti, 2005
Tavisuflebis instituti, 2005
Tavisuflebis instituti, 2005
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analizi<br />
komerciul gamoxatvasTan dakavSirebuli erT-erTi problema misi ganmartebaa.<br />
aris Tu ara yvela reklama komerciuli gamoxatva? saqmeSi niu<br />
iork taimsi salivanis winaaRmdeg, mosamarTle brenanma ganacxada, rom<br />
saredaqcio werili, sadac moTxrobili iyo samoqalaqo uflebebis darRvevis<br />
faqtebze alabamas mTavrobis mxridan, ar iyo komerciuli gamoxatva,<br />
imis miuxedavad, rom mis gamoqveynebaSi Tanxa iyo gadaxdili. amis sapirispiro<br />
gancxadeba gazeTebs aiZulebda, aekrZalaT msgavsi werilebi, rac<br />
im adamianebs SeuzRudavda gamoxatvas, romlebic presas ar warmoadgendnen.<br />
Sesabamisad, sasamarTlom daadgina, rom am saqmeSi werilisTvis gadaxdili<br />
Tanxa ar gansazRvravda, iyo Tu ara gamoxatva komerciuli.<br />
miuxedavad amisa, kategoriuli midgoma, romelic Camoyalibda saqmeSi<br />
valentaini kristinsenis winaaRmdeg, Semdgom wlebSi gansakuTrebuli<br />
kritikis sagnad iqca. Tumca es doqtrina oc welze met xans iyo ZalaSi.<br />
70-iani wlebis dasawyisSi profesorma martin rediSma am doqtrinas aqtiurad<br />
Seutia sakuTari publikaciebiT da statiebiT. igi acxadebda, rom<br />
komerciuli gamoxatvis doqtrina ewinaaRmdegeba pirveli Sesworebis <strong>Tavisuflebis</strong><br />
models, romlidanac gamomdinareobs, rom pirs unda hqondes<br />
SesaZlebloba, miiRos informacia sxvadasxva komerciuli garigebebis Sesaxeb,<br />
awon-dawonos da airCios. 80<br />
zemoaRniSnuli midgoma Seicvala uzenaesi sasamarTlos gadawyvetilebiT<br />
saqmeze virjiniis farmacevtTa sabWo virjiniis momxmarebelTa<br />
sabWos winaaRmdeg. 81<br />
am saqmeSi virjiniis momxmarebelTa sabWo uCioda virjiniis Statis<br />
farmacevtTa sabWos da daobda im kanonis konstituciurobaze, romlis<br />
Tanaxmadac, kanoni licenzirebul farmacevtebs ukrZalavda receptiT<br />
gamosaweri medikamentebis fasebis reklamas. olqis sasamarTlom kanoni<br />
baTilad gamoacxada da apelantebs misi gamoyeneba aukrZala. virjiniis<br />
Statis farmacevtTa sabWom olqis sasamarTlos gadawyvetileba SeerTebuli<br />
Statebis uzenaes sasamarTloSi gaasaCivra. uzenaesma sasamarTlom<br />
Secvala `valentainsis~ saqmeSi arCeuli midgoma da komerciul gamoxatvas<br />
kvalificiuri dacva mianiWa pirveli Sesworebis Tanaxmad. sasamarTlom<br />
ganmarta: `reklama, ramdenad ugemovno da gazviadebulic unda mogveCvenos,<br />
mainc Seicavs informacias, Tu ra produqcia iyideba, ra fasad<br />
da sad SeiZleba misi SeZena. sabazro ekonomikis pirobebSi, Cveni resur-<br />
80 Martin Redish, The First Amendment in the Marketplace: Commercial Speech and the Value of<br />
Free Expression, 39 Geo. Wash. L. Rev. (197 429 1).<br />
81 ix. kari II, Tavi I, gv. 208.<br />
75
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