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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]

Author

Listed:
  • Markéta Lhotáková
  • Květa Olšanová

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.

Suggested Citation

  • Markéta Lhotáková & Květa Olšanová, 2014. "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 Čes," Acta Oeconomica Pragensia, Prague University of Economics and Business, vol. 2014(5), pages 54-70.
    • Handle: RePEc:prg:jnlaop:v:2014:y:2014:i:5:id:452:p:54-70
    DOI: 10.18267/j.aop.452
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    References listed on IDEAS

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    1. Zimmerman, F.J. & Bell, J.F., 2010. "Associations of television content type and obesity in children," American Journal of Public Health, American Public Health Association, vol. 100(2), pages 334-340.
    2. Shin-Yi Chou & Inas Rashad & Michael Grossman, 2008. "Fast-Food Restaurant Advertising on Television and Its Influence on Childhood Obesity," Journal of Law and Economics, University of Chicago Press, vol. 51(4), pages 599-618, November.
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    More about this item

    Keywords

    advertising to children; self-regulation of advertising; regulation of advertising;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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