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Title:Razvoj modela etičnih kontrolnih točk (EKT) kot rešitev problema zavajajočega oglaševanja prehranskih dopolnil
Authors:ID Likeb, Karmen (Author)
Files:.pdf RAZ_Likeb_Karmen_2025.pdf (2,74 MB)
MD5: 6B8C7C70C3D060D85971156F55F461A3
 
Language:Slovenian
Work type:Article
Typology:1.01 - Original Scientific Article
Organization:FPE - Faculty of Law and Economics
Abstract: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.
Keywords:prehranska dopolnila, etika oglaševanja, EKT model, notranja kontrola, katoliški družbeni nauk
Publication status:Published
Publication version:Version of Record
Publication date:29.12.2025
Publisher:Fakulteta za pravo in ekonomijo
Year of publishing:2025
Number of pages:str. 67-125
Numbering:Letn. 10, št. 2
PID:20.500.12556/ReVIS-12961 New window
COBISS.SI-ID:264753155 New window
UDC:339.138:174:615.32
ISSN on article:2464-0344
DOI:10.62983/rn2865.25b.3 New window
Copyright:Fakulteta za pravo in ekonomijo
Publication date in ReVIS:19.01.2026
Views:372
Downloads:5
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Record is a part of a journal

Title:Res novae : revija za celovito znanost
Shortened title:Res novae
Publisher:Fakulteta za poslovne vede, Fakulteta za pravo in ekonomijo, Katoliški inštitut
ISSN:2464-0344
COBISS.SI-ID:286329088 New window

Licences

License:CC BY 4.0, Creative Commons Attribution 4.0 International
Link:http://creativecommons.org/licenses/by/4.0/
Description:This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:29.12.2025

Secondary language

Language:English
Title:The development of a model of ethical control points (ECP) as a solution to the problem of misleading advertising of dietary supplements
Abstract: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.
Keywords:food supplements, advertising ethics, internal control, Catholic social teaching


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