Podgorica, (MINA-BUSINESS) – The Institute of Economic Sciences will launch systematic monitoring of commercial communications in which consumers are presented with advertising messages claiming “guaranteed” health and other effects, particularly in content related to children and families.

“This is a practice that is not only ethically questionable, but is also in direct contradiction with the current legislation of Montenegro and the EU,” the Institute stated in a press release.

According to the press release, the monitoring will cover all channels of commercial communication, namely the digital space, direct marketing, points of sale, and promotional materials distributed through intermediaries, as well as all claims of “guaranteed” effects and unverified health benefits.

The Institute stated that findings will be collected systematically, which includes logging content with time stamps and identifying the channels and methods of advertising.

“Based on the collected documentation, an analytical report will be prepared. Where there is reasonable suspicion of a violation of regulations, the information will be submitted to the competent authorities for action within their legal powers,” the Institute said, adding that it will inform the public about systemic risks and trends.