Responsible Advertising means effective Self-Regulation

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Facts about advertising self-regulation

1. Advertising self-regulation does not replace statutory legislation but complements an existing framework of law to provide robust and proportionate consumer protection with advantages for consumers, business and governments. more … >

2. Industry recognises that it has an especially important responsibility with respect to advertising to children. more … >

3. Self-regulation involves a wide range of stakeholders, both in terms of the content of the codes and decision of complaints. more … >

4. Independent studies show that advertising self-regulation ensures high levels of consumer protection. more … >

5. Industry relies on consumer confidence and adapts to societal changes. more … >

Systems of advertising self-regulation

The industry has established self-regulatory systems in many countries to ensure that national codes of conduct and their provisions on advertising to children are applied effectively.

  • For an overview of self-regulatory organisations in more than 50 countries, see the WFA global overview.
  • The European Advertising Standards Alliance (EASA) brings together national advertising self-regulatory organisations and organisations representing the advertising industry in Europe who support self-regulation. Funded by industry, its mission is to promote responsible advertising through best practice in self-regulation across the European Single Market for the benefit of consumers and business. It is the single authoritative voice on European Advertising self-regulation.
  • The International Chamber of Commerce (ICC), as the world business organization, promotes high standards of business ethics through the development and dissemination of rules, including codes and guidelines on how business should direct its efforts to assure that commercial communications to consumers are responsible. ICC’s longstanding view is that commercial communications are best regulated by effective self-regulation within a legal framework that protects consumers from false and misleading claims. The Commission on Marketing and Advertising of ICC has prepared a Framework for Responsible Food and Beverage Communications (June 2004) with specific provisions relating to the advertising of food and beverages vis-à-vis children.
  • A number of studies into the effects of television advertising on minors have been conducted by the European Commission's Directorate General for Education and Culture (EAC). One in particular gives a comprehensive overview by European Union member state: Study on the impact of television advertising and teleshopping on minors (Contractor: INRA ( Europe) / Bird & Bird).