Razvoj modela etičnih kontrolnih točk (EKT) kot rešitev problema zavajajočega oglaševanja prehranskih dopolnil

The growth of the dietary supplement industry has led to intense market competition, resulting in an increasing number of violations of European directives governing the use of authorized claims in advertising. The purpose of this study is to assess whether existing regulatory systems adequately address guidelines for the ethical advertising of dietary supplements and to bridge the identified gap through an innovative solution. Accordingly, the study aims to design a comprehensive Ethical Critical Points (ECP) model that enables effective ethical evaluation of dietary supplement advertising. Using qualitative research methods, relevant normative sources are analysed, while advertising messages are examined through thematic categorization based on comparative and synthetic approaches. A qualitative empirical study is conducted through text coding according to the ECP model, combined with matrix-based risk assessment, normative ethical evaluation, and comparative validation based on decisions of the Advertising Standards Authority (ASA). The results demonstrate that the ECP model fills a systemic gap between technological standards and the ethical dimension of advertising. The ECP model provides a framework for self-regulation by individual practitioners as well as for supervisory systems in advertising, and with further research it offers potential applicability in other industries.