Саморегулацията в маркетинговите комуникации: глобални тенденции и практики в България
Self-Regulation in Marketing Communications: Global Trends and Practices in Bulgaria

Author(s): Alexander Hristov
Subject(s): Economy, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Self-Regulation; Advertising; Public Relations; Consumer Protection
Summary/Abstract: A position will be presented and grounded in the report, that the self-regulation activities in the theory and practice of marketing communications in Bulgaria (advertising, public relations and sales promotion activities) has to be subject of additional improvements in order to be aligned with the global trends in this field. For this reason their analysis in comparative perspective is required, as well as adoption of some good practices. On the background there is nearly complete and fully adequate to the world trends and European regulations harmonization of the legislation regarding marketing communications, consumer protection, etc. In this context the position is also mentioned, that in many cases self-regulation mechanisms in the field of marketing communications are more effective for avoiding negative influences and consumer protection practices. The necessity of the activeness of the consumers is also required in this processes – this will put an additional pressure to conform the marketing and communication activity on the companies.

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