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Title: ETIČNO SPORNE PRAKSE V OGLAŠEVANJU Authors: ID Dežman, Dominika (Author) ID Grivec, Malči (Mentor) More about this mentor... Files: 1322$$dn_dominika_dezman_v3.pdf (697,33 KB) MD5: 7ED4DE2231DFA8259B8DBB4DDDE8B079   Language: Slovenian Work type: Bachelor thesis/paper Organization: UNM FEI - University of Novo mesto - Faculty of Economics and Informatics Abstract: Oglaševanje je ključni element konkurenčnega trga, saj podjetjem omogoča gradnjo prepoznavnosti, povečanje prodaje in oblikovanje odnosa s potrošniki. Gre za plačano, ciljno usmerjeno komunikacijo, ki s pomočjo različnih medijev posreduje informacije, prepričuje in vpliva na vedenje. Zaradi želje po večji učinkovitosti pa se v praksi pogosto pojavljajo etično sporne prakse, kot so zavajanje, manipulacija in skriti stroški. Takšna ravnanja niso problematična le z vidika posameznih potrošnikov, temveč dolgoročno zmanjšujejo zaupanje v oglaševalsko industrijo in trg kot celoto. Z namenom preprečevanja etično spornih praks so se razvili različni mehanizmi varstva, med katerimi imajo pomembno vlogo zakonodaja, samoregulativni kodeksi in nadzorna telesa, kot je Oglaševalsko razsodišče. Namen diplomskega dela je analizirati razsodbe Oglaševalskega razsodišča pri Slovenski oglaševalski zbornici v obdobju 2009–2023 in ugotoviti, katere določbe Slovenskega oglaševalskega kodeksa so najpogosteje predmet prijav in kršitev. Raziskava se osredotoča na razlikovanje med utemeljenimi in neutemeljenimi prijavami. Uporabljena je bila kombinacija kvantitativne in kvalitativne metode: kvantitativna analiza je zajela 423 razsodb, kvalitativna pa je omogočila podrobnejši vpogled v razloge za odločitev razsodišča in pomen posameznih členov kodeksa. Rezultati raziskave kažejo, da so med najpogosteje kršenimi določbami členi, povezani z zavajajočim oglaševanjem, manipulacijo ranljivih skupin in pomanjkanjem preglednosti cenovnih strategij. Poleg tega je bilo ugotovljeno, da se število prijav in njihova utemeljenost čez čas spreminjata, kar odraža tako razvoj oglaševalske prakse kot tudi večjo občutljivost potrošnikov na etično sporna ravnanja. Raziskava prispeva k razumevanju etike v oglaševanju na slovenskem trgu in opozarja na potrebo po nadaljnji krepitvi preglednosti, odgovornosti in samoregulacije v oglaševalski industriji. Keywords: poslovna etika, trženjska etika, oglaševalska etika, Slovenska oglaševalska zbornica (SOZ), oglaševanje Year of publishing: 2026 PID: 20.500.12556/ReVIS-13272  Publication date in ReVIS: 08.03.2026 Views: 7 Downloads: 0 Metadata:    Cite this work Plain text BibTeX EndNote XML EndNote/Refer RIS ABNT ACM Ref AMA APA Chicago 17th Author-Date Harvard IEEE ISO 690 MLA Vancouver : Copy citation

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Secondary language

Language:	English
Title:	ETHICALLY OBJECTIONABLE PRACTICES IN ADVERTISING
Abstract:	Advertising is a crucial element in a competitive market, as it enables companies to build brand recognition, boost sales, and foster relationships with consumers. It is a paid, goal-oriented form of communication that uses various media to transmit information, persuade, and influence behavior. However, in the pursuit of greater effectiveness, ethically questionable practices often emerge, such as deception, manipulation, and the concealment of costs. These practices are problematic not only from the perspective of individual consumers but also because they erode trust in the advertising industry and the market as a whole in the long term. To prevent unethical practices, various protective mechanisms have been developed, among which legislation, self-regulatory codes, and supervisory bodies, such as the Advertising Tribunal, play an important role. The purpose of this diploma thesis was to analyze the rulings of the Advertising Tribunal at the Slovenian Advertising Chamber in the period 2009 – 2023 and to identify which provisions of the Slovenian Advertising Code are most frequently subject to complaints and violations. The study focuses on distinguishing between substantiated and unsubstantiated complaints, as well as identifying the most common reasons that lead to disputes. A combination of quantitative and qualitative methods was used: the quantitative analysis covered 423 rulings, while the qualitative analysis provided deeper insights into the reasons behind the Tribunal’s decisions and the importance of specific articles and sub-articles of the Code. The results show that the most frequently violated provisions relate to misleading advertising, manipulation of vulnerable groups, and a lack of transparency in pricing strategies. Furthermore, the study found that the number and substantiation of complaints change over time, reflecting both the evolution of advertising practices and growing consumer sensitivity to ethically questionable conduct. The research contributes to a better understanding of advertising ethics in the Slovenian market and highlights the need to strengthen further transparency, accountability, and self-regulation in the advertising industry
Keywords:	business ethics, marketing ethics, advertising ethics, Slovenian Advertising Chamber (SOZ), advertising

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