Self-regulation has the support of the advertising industry, so advertisers will usually respect the decision of an SRO even if they do not agree with it. However, self-regulation cannot depend on voluntary compliance with its decisions - it must be able to enforce them in cases where an advertiser is uncooperative. SROs have at their disposal a variety of sanctions; these include instructing the media to refuse the advertisement, creating adverse publicity through the publication of decisions, encouraging the withdrawal of trading privileges (such as preferential mailing rates) and expulsion from trade associations.

On those rare occasions where all else fails, the SRO may refer the case to the statutory authorities, who have the power to prosecute the advertiser. This sanction of last resort is usually necessary only in the case of “rogue traders” who have no intention of complying voluntarily with any form of regulation. It is sometimes accompanied by the issuing of a so-called “ad-alert”, warning the media, consumer organisations and other interested parties of the advertiser’s activities. Although the decisions reached by an SRO do not have legal force, in the event of a subsequent court case the opinion of an SRO is likely to be taken into account by the court in reaching its judgement.