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| Self-regulatory organisations (SROs) |
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Information Society and Media Directorate General (DG INFSO)“The increasing sense of responsibility of the ad industry could in my view lead to deregulation in the field of advertising” Vivianne Reding, Information Commissioner 2004-2009 (Liverpool, 22 Sept 2005)
Self-regulatory organisations, SROs in short, are set up by the advertising industry, which also draws up a code of standards and practice. The advertising industry, comprising of advertisers, advertising agencies and media providers, formally agrees to support the self-regulatory organisation and the code financially, morally and practically. It is the self-regulatory organisation's job to apply the agreed upon code of standards and practice. What does an SRO do?Overall all SROs make sure all advertising, wherever it appears, meets the high standards laid down in the advertising codes. Depending on which SRO (as all SROs operate under different laws or are in different stages of maturity), SROs do the following things: - Handle complaints
- Give copy advice (in most countries, check each single SRO for further information)
- Give pre-clearance (in very few countries, check each single SRO for further information)
- Monitor ads to check that they comply with the code
 What is a self-regulatory organisation (SRO)?
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