One: The whole market of advertising is based on consumer trust. Generally speaking once consumers are convinced that marketing communications are a waste of their time, ads will no longer have the desired impact. Ultimately zero consumer trust in ads would mean the end of the advertising industry, so it is in the interest of the advertising industry to adhere to the Code.

Two: It is in the advertising industry’s self-interest to produce good marketing communications. It also knows its own advertising market best and therefore knows best how to restrict itself and respond to issues efficiently without distorting the market.

Three: Having an ethical code for advertising in place and adhering to it is a prominent way of setting and attaining corporate social responsibility goals. It also ensures a level playing field for busines operators in terms of fair competition.