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 If the industry funds the SRO how can it be independent?
To be credible and retain public confidence, self-regulation must be impartial. The very fact that it is likely to be suspected of bias makes rigorous impartiality all the more essential. Certainly self-regulation helps to safeguard the long-term interests of the advertising industry, but it does so by ensuring high standards and protecting the consumer. Self-regulatory organisations are independent: their job is maintaining advertising standards, not protecting the interests of individual advertisers, agencies or media. Although the codes are written by the industry, they are impartial and the procedures of the complaints committees which apply them are designed to be independent and unbiased.
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