Interested journalists will be able to find below a short overview of self-regulation in the advertising industry as well as a press pack. For any further questions please contact Renée Brautigam, Promotion & Communications Manager at communications(at)easa-alliance(.)org.
Self-regulation in the advertising industry
Advertising must be legal, honest, decent, truthful, fair and socially responsible. This is not only important for consumers, who don’t want to be misled or offended by ads, but also for the advertisement industry itself, which relies on consumer trust and confidence.
In order to ensure fairness and truthfulness in advertisement, a functioning legal framework is necessary. However, considering the enormous amount of ads circulating daily and the duration and costs of a judicial process, going through court is not a very workable method of ensuring high ethical standards in advertising. Also, full compliance can only be guaranteed if the advertising industry (advertisers, agencies and the media) commits itself to adhere to ethical standards, which forms the basis of self-regulation.
Self-regulation of the advertisement industry implies the creation of a strict advertising code to which all players agree and the appointment of an independent body which watches over the industry’s adherence performance.
This system offers the consumers a quick, uncomplicated, easily-accessible and often cost-free means of having their complaints handled. An advertiser that breaches the code has to reckon with immediate sanctions and usually will rectify or withdraw its ad when asked to do so.
Not only is self-regulation an efficient and in many European countries a tried and tested way of ensuring high standards in advertisement, it is also flexible enough to adapt quickly to changing societal views as well as to new marketing and media techniques thus ensuring the highest possible adherence rates.
The press pack is currently being prepared - it will include succinct information on EASA, self-regulation and some of the most current issues.