Abstrakt
This article analyses the emergence of a new trend in local marketing communication in the Czech Republic. After the loss of public trust connected with the economic crisis in 2008 many state officials and politicians were blamed for corruption and fraud (Edelman, 2013).
Corruption emerged as a main issue of government communication in Nečas administration and is was also set by many media as main agenda. Howev-er, the anti-corruption issue and rhetoric emerged within the business sector as well.
Anti-corruption claims and values were used by a wide range of companies and institu-tions, in NGO´s, private companies or even as a business plan for start-up. The article discusses embedding anti-corruption rhetoric and transparency as corporate culture and values and as a form of social responsibility of companies.