FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Regulacija oglaševanja (žganih) alkoholnih pijač na družbenih omrežjih v Sloveniji : diplomsko deloKuzman, KrištofDelo opozarja na problematiko (ne)regulacije oglaševanja (žganih) alkoholnih pijač na družbenih omrežjih v Sloveniji. Ugotavlja, da problem nezadostnega nadzora nad spornim komuniciranjem ne izvira ... iz slabo zastavljene alkoholne politike v Sloveniji, temveč iz zastarele zakonodaje na področju oglaševanja. Vzporedno z zakonodajnimi določili na področju oglaševanja (alkohola) analizira tudi določila Slovenskega oglaševalskega kodeksa (SOK). Na podlagi sprotne raziskave in opravljenih e-poštnih pogovorov pride do sklepa, da so objave v zvezi z žganimi alkoholnimi pijačami na družbenih omrežjih nedvomno sporne za Tržni inšpektorat RS (zakonodajo) ter Oglaševalsko razsodišče (SOK), četudi tovrstne oblike komuniciranja v svojih določilih izrecno ne omenjata. Kljub temu opozarja na šibek zakonski nadzor nad tovrstnim komuniciranjem, katerega problem je predvsem razpršena zakonodaja oglaševanja in s tem nepoenotena terminologija. V nasprotju z legislativo je slovenska oglaševalska stroka veliko naprednejša pri upoštevanju razvoja novih kanalov komuniciranja. Dosledno upošteva izraz oglaševanja, ki v svojem pomenu združuje vse oblike komunikacijskih praks. S tem delitev praks na oglaševanje, odnose z javnostmi, direktni marketing, pospeševanje prodaje ali trženje dogodkov ne velja več. Pri tej ideji se pridružuje določilom mednarodnega kodeksa ICC Advertising and Marketing Communications Code, ki v svoji zadnji izdaji rešuje tudi problematiko vplivnežev in prikritega oglaševanja na novih digitalnih kanalih. Sklepna ideja poudarja nujnost enotne oglaševalske zakonodaje v Sloveniji, ki bi natančno opredeljevala tudi komuniciranje podjetij na družbenih omrežjih in v podobnih digitalnih medijih.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [K. Kuzman], 2020Language - slovenianCOBISS.SI-ID - 28594691
Author
Kuzman, Krištof
Other authors
Jančič, Zlatko
Topics
Oglaševanje |
Advertising |
Alkoholne pijače |
Alcoholic beverages |
Predpisi |
Regulations |
Družbena omrežja |
Social networks |
Diplomska dela |
Graduate theses
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Database name | Field | Year |
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Kuzman, Krištof | ![]() |
Jančič, Zlatko | 12296 |
Source: Personal bibliographies
and: SICRIS
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