Central European Business Review 2015, 4(2):48-59 | DOI: 10.18267/j.cebr.126

Top Level Results of a Study of Czech Households' Awareness of the Food Advertising Industry's Self-Regulation Related to Children

Markéta Lhotáková1, Květa Olšanová2
1 Ing. Markéta Lhotáková, Ph.D., Department of International Business, Faculty of International Relations, Prague, Czech Republic, marketa.lhotakova@vse.cz
2 Ing. Květa Olšanová, Department of International Business, Faculty of International Relations, Prague, Czech Republic, kveta.olsanova@vse.cz

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.

Keywords: advertising targeted to children; regulation of advertising; industry self-regulation
JEL classification: M31, M37, M38

Received: February 19, 2015; Revised: June 2, 2015; Published: June 30, 2015  Show citation

ACS AIP APA ASA Harvard Chicago Chicago Notes IEEE ISO690 MLA NLM Turabian Vancouver
Lhotáková, M., & Olšanová, K. (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, 4(2), 48-59. doi: 10.18267/j.cebr.126
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. Cairns, G., Angus, K., & Hastings, G. (2009). The extent, nature and effects of food promotion to children: a review of the evidence to December 2008. Geneva: World Health Organization.
    2. Chou, S.-Y., Rashad, I., & Grossman, M. (2008). Fast-food restaurant advertising on television and its influence on childhood obesity. Journal of Law and Economics, 51(4), 599-618. Go to original source...
    3. EASA (2013). Web European Advertising Standards Alliance. Retrieved Retrieved April 18, 2014 from http://www.easa-alliance.org.
    4. Grundey, D. (2007). Global Marketing Ethics: Social and Emotional-Psychological Issues in Advertising to Children. Transformations in Business and Economics, 6(2).
    5. Hawkes, C. (2005). Self-regulation of food advertising: what it can, could and cannot do to discourage unhealthy eating habits among children. Nutrition Bulletin, 30(4), 374-382. Go to original source...
    6. Hawkes, C. (2007). Regulating Food Marketing to Young People Worldwide: Trends and Policy Drivers. American Journal of Public Health, 97(11), 1962 - 1973. Go to original source...
    7. Huang, R., & Yang, M. (2013). Buy what is advertised on television? Evidence from bans on child-directed food advertising. Journal of Public Policy & Marketing, 32(2), 207-222. Go to original source...
    8. Kelly, B., Smith, B., King, L., Flood, V., & Bauman, A. (2007). Television food advertising to children: the extent and nature of exposure. Public Health Nutrition, 10(11), 1234-1240. Go to original source...
    9. Lhotáková, M., & Olšanová, K. (2014). Effectiveness of the advertising targeted to children regulation and self-regulation with focus on food industry. Acta Oeconomica Pragensia, 2014(5), 54-70. Go to original source...
    10. Lobstein, T., & Dibb, S. (2005). Evidence of a possible link between obesogenic food advertising and child overweight. Obesity reviews, 6(3), 203-208. Go to original source...
    11. OECD (2010). Obesity and the economics of prevention: Fit not fat. Retrieved April 18, 2014, from www.oecd.org: http://www.oecd.org/els/health-systems/46044572.pdf.
    12. Olšanová, K. (2013). Food Marketing to Children - Review of the issue for further exploration. Central European Business Review, 2(3), pp. 43 - 50. Go to original source...
    13. Owen, L., Lewis, C., Auty, S., & Buijzen, M. (2013). Is children's understanding of nontraditional advertising comparable to their understanding of television advertising? Journal of Public Policy & Marketing, 32(2), 195-206. Go to original source...
    14. Quilliam, E. T., & Rifon, N. J. (2009). Trick or treat: Children, advertising and social responsibility. American Academy of Advertising Conference Proceedings (pp. 30 - 32). American Academy of Advertising.
    15. RPR (2014). Rada pro reklamu. Retrieved October 20 2014, from http://www.rpr.cz.
    16. Rada pro rozhlasové a televizní vysílání (2014). Rada pro rozhlasové a televizní vysílání. Retrieved April 3, 2014, from http://www.rrtv.cz/cz/static/o-rade/priority-rady/index.htm.
    17. RRTV (2014). Děti a média. Retrieved April 29, 2014, from http://www.detiamedia.cz/art/1443/problematika-reklamy-na-nezdrave-potraviny.htm.
    18. Sbírka zákonů ČR (2013). Zákony - on-line. Retrieved May 20, 2013, from http://zakony-online.cz/?s171&q171=all.
    19. United Nations (2013). The Convention on the Rights of the Child. Retrieved May 30, 2013, from http://treaties.un.org/doc/source/training/regional/2009/13-17October-2009/human-rights.ppt.
    20. WHO (2010). Marketing Food to Children. Retrieved January 19, 1014, from http://www.who.int/dietphysicalactivity/marketing-food-to-children/en/.
    21. WHO (2013). WHO: Obesity and overweight. Retrieved May 27, 2013 from http://www.who.int/mediacentre/factsheets/fs311/en/index.html.
    22. World Obesity (2013). World Obesity (formerly IASO) History. Retrieved April 17, 2013, from http://www.worldobesity.org/who-we-are/history/.
    23. Zimmerman, F. J., & Bell, J. F. (2010). Associations of television content type and obesity in children. American Journal of Public Health, 100(2), 334-40. Go to original source...

    This is an open access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY NC ND 4.0), which permits non-comercial use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content