Regulacija oglaševanja živil z manj ugodno hranilno sestavo : diplomsko delo

Zalar, Tjaša (avtor), Golob, Urša (mentor)

V diplomskem delu nas je zanimalo, kako je urejena regulacija oglaševanja živil, predvsem tistih z manj ugodno hranilno sestavo in ali je nivo omejitev ustrezen za vse deležnike. Ugotovili smo, da je oglaševanje živil z zakonsko regulacijo urejeno na nivoju države in Evropske unije, v okviru več zakonskih določil z različnih področij. Za ohranjanje ugleda panog, vzpostavitev etičnih standardov in v izogib zaostrovanju zakonskih omejitev se proizvajalci, oglaševalci in ponudniki avdiovizualnih storitev z zavezami o ravnanju vedejo samoregulatorno in s tem dopolnjujejo zakonodajo. Za uvid v urejenost področja smo opravili intervjuje z relevantnimi deležniki in tako pridobili stališča glede te problematike z različnih zornih kotov. Ugotovili smo, da je zaradi dostopnosti do globalnega trga zakonodaja na državni ravni premalo učinkovita, zato je potrebna uskladitev na meddržavnem nivoju. Obenem obstaja pomemben razkorak med stopnjo reguliranosti različnih vrst medijev prek katerih oglaševalci pristopajo do potencialnih porabnikov, zaradi togosti in dolgotrajnih postopkov pa zakonodaja težko dohiteva hitro spreminjajoč se medijski trg. Z vidika ustrezne zaščite potrošnikov in poštene konkurence kljub strogim določilom prihaja do kršitev, ki jih zaznavajo vsi akterji na trgu ter opozarjajo predvsem na pomanjkanje učinkovitega nadzora in sankcij. Trendi v drugih državah kažejo na zaostrovanje zakonodaje na področju oglaševanja živil z visoko vsebnostjo maščobe, sladkorja ali soli, a vendar ostajajo pomisleki, v kolikšni meri so regulacije oglaševanja v resnici učinkovite pri zmanjševanju debelosti in izboljšanju prehranskih vzorcev v populaciji.

• Jezik: Slovenski jezik
• Ključne besede: oglaševanje, regulacija, zakonodaja, intervju, živila
• Vrsta gradiva: Diplomsko delo/naloga
• Tipologija: 2.11 - Diplomsko delo
• Organizacija: FDV - Fakulteta za družbene vede
• Kraj izida: Ljubljana
• Založnik: T. Zalar
• Leto izida: 2024
• Št. strani: 1 spletni vir (1 datoteka PDF (74 str.))
• PID: 20.500.12556/RUL-159551
• UDK: 659.1:641(043.2)
• COBISS.SI-ID: 202646787
• Datum objave v RUL: 12.07.2024

ZALAR, Tjaša, 2024, Regulacija oglaševanja živil z manj ugodno hranilno sestavo : diplomsko delo [na spletu]. Diplomsko delo. Ljubljana : T. Zalar. [Dostopano 3 maj 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=159551

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Advertising regulation of foods with less favourable nutritional composition

Izvleček

In our thesis, we were interested in how food advertising is regulated, especially of those with a less favourable nutritional composition, and whether the level of restrictions is appropriate for all stakeholders. We found that food advertising is regulated by law at the national level and by the European Union, within several legal provisions from various fields. Advertisers, food companies and the media engage in self-regulatory systems by codes of conduct in order to preserve the reputation of the industries, establish ethical standards and to avoid further legal restrictions. In order to gain insight into the issue, we conducted interviews with relevant stakeholders and obtained their views on the matter. We found that due to accessibility to the international market, the national legislation is insufficient and must be established at the international level. There is a significant difference in regulation of different types of media through which advertisers target their potential customers. The legislation has difficulties catching up to the rapidly changing media landscape due to its rigidity and lengthy procedures. All stakeholders have noticed violations of regulations despite the strict provisions that aim to protect consumers and fair competition and have pointed to the lack of effective control and sanctions. Trends in other countries point to stricter legislation on advertising of foods high in fat, sugar or salt, yet concern remains of the extent to which advertising regulations are actually effective in reducing obesity and improving overall diet patterns in the population.

• Ključne besede: advertising, regulation, legislation, interview, food