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 How is a self-regulatory system structured?
The system usually consists of three parts: - first the code-making body, which writes the code and is responsible for amending it and making sure that it stays up-to-date. The code-making body represents the constituent parts of the advertising industry, because it is the advertising industry's code and the whole industry agrees voluntarily to be bound by it;
- secondly, the code-applying body (usually called the complaints committee or jury), which is responsible for interpreting the code, applying it in specific cases and deciding on the appropriate action to take. Very often the chairman and some of the members of the complaints committee are independent of the advertising industry - they might, for example, include academics, members of the medical profession or representatives of consumer organisations;
- thirdly, the permanent secretariat - the professional staff responsible for the day-to-day running of the SRO. The secretariat is headed by a chief executive, who usually also acts as secretary to the code-making and code-applying bodies.
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