Effectiveness of the advertising targeted to children regulation and self-regulation with focus on food industry

Účinnost regulace a samoregulace reklamy potravinářských firem cílené na děti v České republice

Markéta Lhotáková and Květa Olšanová

Acta Oeconomica Pragensia, 2014, vol. 2014, issue 5, 54-70

Abstract: The article deals with the effectiveness of current regulation and self-regulation of food advertising targeted to children. The objective of the article is to examine the degree of functionality and efficiency of the current status to ensure meaningful regulation on food advertising aimed at children in the Czech Republic as one of the possible causes of rising obesity and overweight. To better understand the relations between all the institutions involved in regulatory and self-regulatory process in the Czech Republic, we have developed model of these relations. We also studied the impact of European institutions that influence the Czech model. In conclusion, we propose changes that could in the short term contribute to the effectiveness of the current system.

Keywords: advertising to children; self-regulation of advertising; regulation of advertising (search for similar items in EconPapers)
JEL-codes: M31 M37 M38 (search for similar items in EconPapers)
Date: 2014
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DOI: 10.18267/j.aop.452

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