diplomsko delo
Krištof Kuzman (Author), Zlatko Jančič (Mentor)

Abstract

Delo opozarja na problematiko (ne)regulacije oglaševanja (žganih) alkoholnih pijač na družbenih omrežjih v Sloveniji. Ugotavlja, da problem nezadostnega nadzora nad spornim komuniciranjem ne izvira iz slabo zastavljene alkoholne politike v Sloveniji, temveč iz zastarele zakonodaje na področju oglaševanja. Vzporedno z zakonodajnimi določili na področju oglaševanja (alkohola) analizira tudi določila Slovenskega oglaševalskega kodeksa (SOK). Na podlagi sprotne raziskave in opravljenih e-poštnih pogovorov pride do sklepa, da so objave v zvezi z žganimi alkoholnimi pijačami na družbenih omrežjih nedvomno sporne za Tržni inšpektorat RS (zakonodajo) ter Oglaševalsko razsodišče (SOK), četudi tovrstne oblike komuniciranja v svojih določilih izrecno ne omenjata. Kljub temu opozarja na šibek zakonski nadzor nad tovrstnim komuniciranjem, katerega problem je predvsem razpršena zakonodaja oglaševanja in s tem nepoenotena terminologija. V nasprotju z legislativo je slovenska oglaševalska stroka veliko naprednejša pri upoštevanju razvoja novih kanalov komuniciranja. Dosledno upošteva izraz oglaševanja, ki v svojem pomenu združuje vse oblike komunikacijskih praks. S tem delitev praks na oglaševanje, odnose z javnostmi, direktni marketing, pospeševanje prodaje ali trženje dogodkov ne velja več. Pri tej ideji se pridružuje določilom mednarodnega kodeksa ICC Advertising and Marketing Communications Code, ki v svoji zadnji izdaji rešuje tudi problematiko vplivnežev in prikritega oglaševanja na novih digitalnih kanalih. Sklepna ideja poudarja nujnost enotne oglaševalske zakonodaje v Sloveniji, ki bi natančno opredeljevala tudi komuniciranje podjetij na družbenih omrežjih in v podobnih digitalnih medijih.

Keywords

Oglaševanje;Alkoholne pijače;Predpisi;Družbena omrežja;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [K. Kuzman]
UDC: 659.1:316.472.4(043.2)
COBISS: 28594691 Link will open in a new window
Views: 502
Downloads: 135
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Other data

Secondary language: English
Secondary title: Regulation of Alcohol Advertising on Social Media in Slovenia
Secondary abstract: The thesis discusses the (non)regulation of alcohol advertising on social media in Slovenia. It notes that the problem of nonefficient regulation of such controversial communication is not a consequence of a poorly drafted alcohol policy in Slovenia, but rather of the obsolete advertising acts. In parallel to the legislative provisions on the field of advertising (alcohol), the thesis examines the provisions of the Slovenian Code of Advertising Practice (SOK). Based on the research, it has been concluded that advertising spirits on social media is forbidden by the law and SOK in Slovenia. Nevertheless, the regulation/supervision is still very weak at the moment, which is foremost a consequence of scattered and obsolete laws on advertising and of confusing terminology. On the contrary, the Slovenian Code of Advertising Practice is much more advanced when it comes to the field of digital communication. It consistently uses the term advertising and understands it as all marketing communications practices combined. With that, it puts an end to the division of practices into advertising, PR, direct marketing, sales promotions or event marketing. By doing so, it follows the directives of the international advertising code ICC Advertising and Marketing Communications Code, which addresses the problem of covert advertising and influencers on social media, etc., besides the problem of terminology. The thesis proposes a necessary solution to the problem, i.e. a single Slovenian advertising act that would explicitly define commercial communication on social media, besides the traditional one.
Secondary keywords: Advertising;Alcoholic beverages;Regulations;Social networks;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 33 str.
ID: 12023777