Саморегулацията в маркетинговите комуникации: Стратегически взаимодействия между етични комисии и държавни институции
Self-regulation in the marketing communications: Strategic interactions between ethics commissions and state authorities

Author(s): Alexander Christov
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Нов български университет
Keywords: self-regulation; advertising; PR; marketing communications; strategic interactions;
Summary/Abstract: In the practice of the marketing communications in the country the implementation of the rules for prevention of negative influences and protection of the rights of the consumers is being made on two levels - regulation by state authorities and self-regulation by professional associations and ethics commissions. The self-regulation covers more aspects, but has lower opportunities to influence on the restriction of the unethical activities in advertising and PR. Some of the activities are also subject of attention of both systems. This creates a need for development of strategic interactions between ethics commissions and state authorities, and this will also contribute to the cooperation between state institutions and the business. One of the opportunities for such cooperation is the co-regulation, which is also a point of attention in the article.

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