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What is self-regulation in the advertising industry

Self-regulation in the advertising sector is the recognition that the advertising industry (advertisers, agencies and the media) create advertising that complies to a set of ethical rules, namely that it should be

  • legal
  • decent
  • honest 
  • truthful
  • prepared with a sense of social responsibility to the consumer as well as society as a whole 
  • created with due respect to the rules of fair competition. 

These ethical standards are prepared by a national self-regulation organization (SRO) and usually are drawn up in the form of a code. The national Ethical Code is based on the consolidated standards for commercial communication of the International Chamber of Commerce (ICC Code) and is adapted to the local culture and public opinion.

Why does advertising need to be self-regulated?

What are the benefits of self-regulation?

How is self-regulation achieved & who applies the self-regulation rules?