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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

Author

Listed:
  • 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, University of Economics, Prague, vol. 2015(2), pages 48-59.
  • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:126:p:48-59
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    References listed on IDEAS

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    1. repec:aph:ajpbhl:10.2105/ajph.2008.155119_7 is not listed on IDEAS
    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.
    3. He Ying & Wang Qing Ren, 2010. "Ups and Downs of the Shanghai Securities Market," Chinese Economy, Taylor & Francis Journals, vol. 43(6), pages 76-93, November.
    4. Oecd, 2010. "Labour markets and the crisis," OECD Economics Department Working Papers 756, OECD Publishing.
    5. Ren, Yawei & Yang, Deli & Diao, Xinjun, 2010. "Market segmentation strategy in internet market," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 389(8), pages 1688-1698.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

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

    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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