FACULTY MEMBERS AND STUDENTS OF THE MARKETING DEPARTMENT PARTICIPATED IN A DISCUSSION ON EUROPEAN STANDARDS FOR RESPONSIBLE FOOD MARKETING

On October 15, 2026, faculty members and students pursuing bachelor’s and master’s degrees in the field of "Marketing" (specialty D5) took an active part in a webinar hosted by the Ukrainian Marketing Association (UMA). Titled "Fundamentals of Co-regulation in Marketing and Advertising within the Food Market," the event focused on key issues regarding the implementation of European approaches to advertising self-regulation and the development of a culture of responsible marketing in Ukraine. The event was organized as part of the project "European Rules for the Food Business and Consumer Protection: Public Awareness, Dialogue, and Implementation," which is supported by the European Union and the International Renaissance Foundation. The webinar featured presentations by Iryna Lylyk, President of the Ukrainian Marketing Association, and Oleksandr Hladunov, Head of the "Strategiko" Analytical Group, Vice President of the Ukrainian Marketing Association, business consultant, and marketing expert. The special guest of the event was Yurii Sakhno, Chief Specialist of the Division for Advertising Control and Compliance with Anti-Tobacco Legislation at the State Food and Consumer Service of Ukraine.

During the webinar, participants explored European practices regarding the self-regulation of food advertising, the specifics of marketing communications targeting children and adolescents, and current Ukrainian approaches to responsible food advertising. Particular attention was paid to distinguishing between legal requirements and voluntary standards for responsible marketing, as well as the practical aspects of their implementation by food manufacturers, advertising agencies, and media outlets. The discussion also focused on corporate social responsibility, the effectiveness of self-regulatory mechanisms within the advertising market, and the interaction between government authorities, professional associations, the academic community, and civil society organizations. Notably, the event was attended by bachelor’s and master’s degree students specializing in "Marketing." For them, the webinar served as an excellent opportunity to deepen their professional knowledge, gain insight into current trends in marketing, and broaden their understanding of European approaches to the regulation of food advertising. The event proved especially informative and practically useful for students currently working on their final qualification theses, which focus on research into the food market, marketing strategies within the food industry, and consumer behavior. The information presented by the speakers, along with practical examples and the outcomes of professional discussions, enabled students to deepen their understanding of current trends in the food market, identify promising research directions, and gain valuable insights for their qualifying theses—all while incorporating European principles of responsible marketing.

Participation in the webinar served as a significant component of professional development for both faculty members and students of the Department of Marketing. It facilitated the exchange of experience with members of the professional community and fostered a deeper understanding of contemporary transformations within the marketing environment, particularly in the context of Ukraine’s European integration. The knowledge and practical insights gained will contribute to enhancing the educational process, updating the content of academic courses, improving the quality of qualifying theses, and developing the research competencies of future marketing professionals. The joint participation of faculty and students from the Department of Marketing in such professional events underscores the importance of integrating theoretical training with current industry practice, fostering academic collaboration, and implementing European standards of responsible marketing within educational and research activities.

We extend our sincere gratitude to the Ukrainian Marketing Association, as well as the organizers and speakers of the webinar, for their insightful presentations, valuable knowledge, practical experience, and the opportunity to engage in professional discussions!

19.10.2026