Although the system differs slightly in each country reflecting the differences in law and culture, all self-regulatory organisations in Europe have the same goal – to make sure that advertising doesn’t overstep its boundaries and to be a point of reference for consumers when it does. It does so by applying and enforcing the Advertising Code.

The SRO is there to listen to the consumer if s/he feels an ad has breached the Code, effectively acting as a advertising watchdog. All self-regulatory organisations handle consumer complaints.

 More information on how to submit a complaint

At the same time, the SRO is there to help advertisers apply the Code to their marketing communications. It usually does so by providing advice on how to interpret the Code. Most SROs also provide non-binding copy advice. If an ad is being created, commissioned or placed but there are some doubts regarding the appropriateness for example then the national self-regulatory organisation can help by providing copy advice prior to the ad being published or aired.

In most countries the self-regulatory organisation is also there to actively monitor ads in areas that are sensitive at that moment to see whether the advertisers adhere to the code.

 Click here to download reports of European-wide monitoring actions coordinated by EASA