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.
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