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Top Level Results of a Study of Czech Households' Awareness of the Food Advertising Industry's Self-Regulation Related to Children

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  • Markéta Lhotáková
  • Květa Olšanová

Abstract

This paper is primarily focused on analyses of the research undertaken to understand the awareness of food advertising's self-regulation authority (Council for Advertising) and of the Czech Code of Conduct in the context of the growing issue of child obesity. The objective is to find out the perception of food advertising to children and awareness of regulation and industry self-regulation amongst Czech mothers. Our theoretical framework presumes dependence between the awareness levels and selected demographic variables. We conclude several actions to overcome low awareness of the Council of Advertising and its Code of Conduct and to transfer the industry's self-regulation into an efficient and recognized tool of shaping the culture of responsible advertising in the Czech Republic. The conclusions lead towards stronger protection of children.

Suggested Citation

  • Markéta Lhotáková & Květa Olšanová, 2015. "Top Level Results of a Study of Czech Households' Awareness of the Food Advertising Industry's Self-Regulation Related to Children," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 48-59.
    • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:126:p:48-59
    DOI: 10.18267/j.cebr.126
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    References listed on IDEAS

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    More about this item

    Keywords

    advertising targeted to children; regulation of advertising; industry self-regulation;
    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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