Z znanjem do boljšega zdravja

NIPH Slovenia (NIJZ) and WHO Workshop on digital marketing to children

22. 12. 2017
Okolja, v katerih živimo, pomembno vplivajo na naše izbire. Trženje je pomembna determinanta izpostavljenosti preprečljivim dejavnikom tveganja za kronične nenalezljive bolezni; posebej dovzetni zanj so otroci in mladostniki. The environments in which we live have a significant impact on our choices. Marketing is an important determinant of exposure to risk factors for non-communicable diseases (NCDs), of which children and adolescents are particularly sensitive.

Komunikacijski kanali se danes dramatično spreminjajo; trženje in oglaševanje se danes iz tradicionalnih medijev (npr. radio, televizija) selita na hitro razvijajoče se digitalne platforme. Digitalno trženje vključuje zajem in prodajo osebnih podatkov uporabnika digitalnega medija, tarčno oglaševanje in kreativne tehnike čustvene manipulacije, kar vpliva na posameznikove izbire. Digitalno trženje je v veliki meri usmerjeno k mlajšim populacijskim skupinam, pri katerih je uporaba digitalnih tehnologij največja. Pri tem je pomembno vprašanje ozaveščenosti otrok in mladostnikov o etično spornih tehnikah številnih digitalnih platform, na katerih trženje ni ustrezno obvladano oz. urejeno s predpisi. Očitno je, da je digitalno trženje povezano z vsemi dejavniki življenjskega sloga, s katerimi se ukvarja javno zdravje.  Potrebne so multidisciplinarne kompetence in participativni pristop. Povezovanje sil na vseh področjih življenjskega sloga, tj. tobaka, alkohola, video iger in iger na srečo, prehrane, telesne dejavnosti in drugih področij (vključno z duševnim zdravjem) bi pomenilo bolj učinkovito definiranje in reševanje skupnih vprašanj.

Nowadays, the channels through which marketing and advertising take place are changing dramatically - traditional media (e.g. radio, television) are losing in importance, marketing and advertising is increasingly expanding into the rapidly developing digital world. Digital marketing (DM) includes personal data extraction and selling, targeted advertising, and creative techniques of emotional persuasion. The latter can distort our choices. Digital marketing is primarily targeted towards young people, who use digital media avidly and increasingly, while being largely unaware of ethically problematic techniques of many digital platforms and unprotected due to absence of appropriate framing of the DM. It is obvious that digital marketing is linked to all lifestyle factors that public health is dealing with. Multidisciplinary competence and participatory approach are needed. Joining forces in all lifestyle areas, tobacco, alcohol, gaming and gambling, nutrition, physical activity and others (including mental health) is needed to define and tackle common issues more efficiently.

 

Namen delavnice Digitalno trženje otrokom–metodološki izzivi v povezovanju javnozdravstvenih silosov, ki sta jo organizirala NIJZ in Urad Svetovne zdravstvene organizacije (SZO) v Sloveniji, je bil proučiti skupne metodološke podlage digitalnega trženja na različnih področjih življenjskega sloga in razpravljati o možnosti skupnih, celostnih pristopov za obvladovanje digitalnega trženja otrokom, saj le-to postaja vse bolj pomembna t.i. tržna determinanta zdravja.

NIJZ and WHO Capacity building workshop 2017 on Digital marketing to children–methodological challenges in linking public health siloses was organized by the NIJZ, and the WHO Country Office for Slovenia. Aim of the workshop was to explore common methodological grounds of DM in different lifestyle areas and discuss possible common holistic approaches to tackle this increasingly important commercial determinant of healt.

 

Več informacij je dosegljivo na naslednji povezavi: slovenska verzija.

More information is available on the following link: English version.