According to the latest changes in the legislation, the principle of self-regulation should become the basis for interaction between the state and business in Belarus. However, for the successful implementation of these intentions, it is necessary to make considerable preparatory work. On the example of advertising industry, this study shows the implementation algorithm of self-regulation and offers cross-sectoral recommendations for implementing it. Given the national context, the ethical model looks the best option for self-regulation of advertising area. For the development of self-regulation in the Republic of Belarus as a whole, it is necessary to create the organisational and legal form of the self-regulating organisations, conduct audit of functions of state bodies and study the industries' readiness for self-regulation, and develop a mechanism for initiating self-regulation by business.
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