The thesis discusses the (non)regulation of alcohol advertising on social media in Slovenia. It notes that the problem of nonefficient regulation of such controversial communication is not a consequence of a poorly drafted alcohol policy in Slovenia, but rather of the obsolete advertising acts. In parallel to the legislative provisions on the field of advertising (alcohol), the thesis examines the provisions of the Slovenian Code of Advertising Practice (SOK). Based on the research, it has been concluded that advertising spirits on social media is forbidden by the law and SOK in Slovenia. Nevertheless, the regulation/supervision is still very weak at the moment, which is foremost a consequence of scattered and obsolete laws on advertising and of confusing terminology. On the contrary, the Slovenian Code of Advertising Practice is much more advanced when it comes to the field of digital communication. It consistently uses the term advertising and understands it as all marketing communications practices combined. With that, it puts an end to the division of practices into advertising, PR, direct marketing, sales promotions or event marketing. By doing so, it follows the directives of the international advertising code ICC Advertising and Marketing Communications Code, which addresses the problem of covert advertising and influencers on social media, etc., besides the problem of terminology. The thesis proposes a necessary solution to the problem, i.e. a single Slovenian advertising act that would explicitly define commercial communication on social media, besides the traditional one.
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