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 What is advertising self-regulation?
How do we achieve self-regulation? Who applies the self-regulation rules? What advertising self-regulation exists across Europe? What is the basis of advertising self-regulation across Europe? Are there pan-European codes for advertising? Is it possible to get advice for pan-European advertising campaigns? How can you complain about advertising content? Who can complain? What redress can you get? Are the rulings of the self-regulatory bodies published? What about outside Europe? Want to know more about advertising self-regulation? Don't understand the self-regulatory jargon? What is advertising self-regulation?Self-regulation in the advertising sector is the recognition of the advertising industry (advertisers, agencies and the media) that advertising should comply with a set of ethical rules, namely that it should be legal, decent, honest and truthful, prepared with a sense of social responsibility to the consumer and society as a whole and with due respect to the rules of fair competition.
How do we achieve self-regulation?This is achieved through the establishment of a set of rules and principles of best practice to which the advertising industry voluntarily agrees to be bound.
Who applies the self-regulation rules?The rules are applied by self-regulatory organisations (SROs) set up for this purpose and funded by the advertising industry itself. The aim is to keep advertising standards high and ensure consumer trust and protection for the benefit o all.
What advertising self-regulation exists across Europe?There are self-regulatory initiatives in every European Union Member State, Switzerland, several Central and Eastern European countries, as well as Turkey and Russia. 'The Blue Book', a detailed analysis of the advertising self-regulatory systems and bodies in place in 22 European countries, is produced by the Alliance. Go here for more information on this publication. For further information on European self-regulatory systems being created and developed which are not in Alliance membership go here.
What is the basis of advertising self-regulation across Europe?The general code of advertising practice of the International Chamber of Commerce (ICC) is at the basis of each self-regulatory system. Its basic principles state that advertising should be legal, decent, honest and truthful as well as have due respect for the principles of social responsibility.
Are there pan-European codes for advertising?A general pan-European code is not in effect. Each country has a set of national rules or principles which are suitable for advertising practice according to the local culture, economy and society. These rules are based heavily on the ICC's code of practice. ICC principles are applied in areas where codes do not exist. Some specific sectors have set up sectoral European codes, guidelines or principles of practice.
Is it possible to get advice for pan-European advertising campaigns?Interested parties should first contact the local agency or subsidiary in the relevant country concerned, then the relevant national self-regulatory organisation (SRO). Many SROs provide copy advice services for advertising professionals.
How can you complain about advertising content?In many countries, you can complain about advertising simply by sending a letter or a fax directly to the local self-regulatory body. Details should include where and when you saw the advertisement and the precise nature of your complaint. You may also need to provide other relevant information, such as a copy of the advertisement or the mailing envelope and contents if your complaint is about a direct mailing. More and more SROs are now accepting complaints on-line or by e-mail. Click here for further information.
Who can complain?Consumers (whether individual or collective), competitors or any other organisation may address an issue. Consumer complaints are handled free of charge by all Alliance members.
What redress can you get?If your complaint is justified, the relevant self-regulatory body will endeavour to ensure that the ad is modified or withdrawn and will inform the complainant of any judgement or action. In many cases, it is possible to ensure receipt of undelivered goods or removal from a database mailing list. The SRO's aim is to ensure that the customer gets redress.
Are the rulings of the self-regulatory bodies published?The majority of SROs publish their decisions, and in many cases together with the name of the advertiser concerned. Most do not reveal the identity of the complainant which ensures the transparency of the system.
Are there self-regulatory organisations outside of Europe?There are a number of self-regulatory systems in place around the world, including EASA Corresponding Members. Other systems exist in India, Australia and several Latin American countries. Go here for useful self-regulatory links regarding self-regulation in other parts of the world.
Want to know more about advertising self-regulation?Have you consulted the EASA guides on self-regulation? If not, go here.
Don't understand the self-regulatory jargon?Go to our terminology section for help.
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