EASA's main aim is to promote legal, decent, honest and truthful advertising rules. To achieve this goal EASA not only raises awareness on a European and national level but also actively coordinates monitoring exercises of ads as well cross-border complaints. It also is very active in writing and coordinating best practice recommendations, which self-regulatory member organisations are encouraged to implement. Annually, outstanding advertising self-regulation bodies that have demonstrated best practice are awarded at the EASA Best Practice Awards. Moreover, it is promoting high standards in advertising at the roots by providing tertiary education institutes with education modules on advertising self-regulation.