20.500.12556/ReVIS-12961 Razvoj modela etičnih kontrolnih točk (EKT) kot rešitev problema zavajajočega oglaševanja prehranskih dopolnil The development of a model of ethical control points (ECP) as a solution to the problem of misleading advertising of dietary supplements Rast industrije prehranskih dopolnil povzroča močno konkurenco, zaradi česar je prisotnih vse več kršitev evropskih direktiv o uporabi ustreznih trditev pri oglaševanju. Namen raziskave je ovrednotiti, ali obstoječi regulativni sistemi obravnavajo smernice za etično oglaševanje prehranskih dopolnil, ter zapolniti obstoječo vrzel z inovativno rešitvijo. Cilj raziskave tako predstavlja zasnovo celovitega etičnega modela kritičnih točk (tako imenovanega EKT), s katerim je mogoča učinkovita etična presoja oglasov prehranskih dopolnil. S kvalitativnimi metodami raziskave so analizirani normativni viri, z metodo komparacije in sinteze pa so oglaševalska sporočila razčlenjena v tematske kategorije. S kvalitativno empirično raziskavo je izvedeno kodiranje besedila po EKT, skupaj z matrično oceno tveganj, normativno etično presojo in primerjalno validacijo na osnovi odločitev ASA. Rezultati kažejo, da EKT zapolnjuje sistemsko vrzel med tehnološkimi standardi in etičnostjo oglaševanja. Model EKT predstavlja zasnovo za samoregulacijo za posameznih izvajalcev in nadzorne sisteme v oglaševanju. Z nadaljnjimi raziskavami model omogoča aplikacijo v druge industrije. The growth of the dietary supplement industry has led to intense market competition, resulting in an increasing number of violations of European directives governing the use of authorized claims in advertising. The purpose of this study is to assess whether existing regulatory systems adequately address guidelines for the ethical advertising of dietary supplements and to bridge the identified gap through an innovative solution. Accordingly, the study aims to design a comprehensive Ethical Critical Points (ECP) model that enables effective ethical evaluation of dietary supplement advertising. Using qualitative research methods, relevant normative sources are analysed, while advertising messages are examined through thematic categorization based on comparative and synthetic approaches. A qualitative empirical study is conducted through text coding according to the ECP model, combined with matrix-based risk assessment, normative ethical evaluation, and comparative validation based on decisions of the Advertising Standards Authority (ASA). The results demonstrate that the ECP model fills a systemic gap between technological standards and the ethical dimension of advertising. The ECP model provides a framework for self-regulation by individual practitioners as well as for supervisory systems in advertising, and with further research it offers potential applicability in other industries. prehranska dopolnila etika oglaševanja EKT model notranja kontrola katoliški družbeni nauk food supplements advertising ethics internal control Catholic social teaching true false true Fakulteta za pravo in ekonomijo Slovenski jezik Angleški jezik Fakulteta za pravo in ekonomijo Članek v reviji 2026-01-16 23:05:34 2026-01-19 22:38:33 2026-01-20 03:15:04 0000-00-00 00:00:00 2025 0 0 str. 67-125 št. 2 Letn. 10 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-12-29 339.138:174:615.32 2464-0344 264753155 10.62983/rn2865.25b.3 RAZ_Likeb_Karmen_2025.pdf RAZ_Likeb_Karmen_2025.pdf 1 6B8C7C70C3D060D85971156F55F461A3 ef62f8c51388866ac382d44396d4b8f4dfee0966dbd6c986210cb10be67acdd1 7cb011d7-f327-11f0-a15d-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=15306 Fakulteta za pravo in ekonomijo 0 0 0