What is self-regulation?

Why does advertising need to be regulated?

 What are the benefits of self-regulation?

FOR CONSUMERS By avoiding the complexities and delays of a judicial process, self-regulation offers consumers a quick, uncomplicated, easily-accessible and (because it is funded by the advertising industry) often cost-free means of having their complaints handled. Self-regulation is also flexible enough to adapt to changing societal views as well as advertising media / techniques. It can apply immediate sanctions by publishing the jury decisions and by pushing for media refusal or withdrawal of advertisements.

 For more information on the benefits for consumers take the "Tour for Consumers"

FOR ADVERTISING INDUSTRY Having effective self-regulation in place means that the advertising industry pro-actively makes sure its advertising messages are honest, decent, truthful and legal. This will allow the advertising industry to build up a strong trust relationship with the consumer, thus promoting further consumption of the products and services advertised.

Self-regulation is also an alternative to detailed legislation, but not to all legislation. It is now widely accepted that self-regulation works best within a legislative framework. The two complement each other, like the frame and strings of a tennis racquet, to produce a result which neither could achieve on its own. The law lays down broad principles, e.g. that advertising should not be misleading, while self-regulatory codes, because of their greater flexibility and the fact that they are interpreted in spirit as well as the letter, can deal quickly and efficiently with the detail of individual advertisements. Framework legislation therefore creates a legal backstop which self-regulation will need to invoke when dealing with fraudulent and/or illegal practices (like for example pornography) as well as rogue traders – those operators who repeatedly refuse to abide by any laws.

 For more information on the benefits for the advertising industry take the "Tour for the Advertising Industry"

 How is self-regulation achieved & who applies the self-regulation rules?

 What self-regulation exists across Europe?