Abstract
This paper explores the approach of the food industry towards the issue of rising children obesity in the context of the external regulatory environment and industry self-regulation. It presents the roles and positions of the industry associations, self-regulation and industry representatives through a case study of best practices in applying self-regulation rules. It proves that companies, acting in accordance with the long-term strategy of social responsibility, approach the self-regulation respectfully, because its absence would be a cause for development and implementation of stricter legislation over the long run.
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