ABC-CLIO

Advertising Self-Regulation and Outside Participation

A Multinational Comparison

by J. J. Boddewyn

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Cover image for Advertising Self-Regulation and Outside Participation

May 1988

Praeger

Pages 384
Volumes 1
Size 6 x 9
Topics Business/International

Boddewyn's book provides a rare insight into how advertising self-regulatory bodies really work--with or without outsiders. Many other studies have lauded self-regulation or dismissed it preemptorily, but this book focuses on its logic, limits, and ultimate contributions to the societal control of advertising. It shows how outsiders--where available and willing to participate--contribute to its functioning while the advertising industry remains in control of the standards applied by self-regulatory bodies. Practitioners, consumerists, and policy-makers should greatly benefit from reading this multinational comparison of a dozen countries with very different economic and legal environments.
Sylvan M. Barnet, Jr., Chairman, Advisory Council, International Advertising Association

It is generally recognized that the development and application of voluntary industry standards is a necessary complement to governmental regulation of advertising. With the expansion of advertising opportunities, however, the tasks of self-regulation have grown, along with doubts as to the industry's ability--or willingness--to enforce appropriate ethical guidelines. In attempt to resolve this situation, self-regulatory bodies increasingly invite the participation of non-industry members, especially where consumer protection is at issue. The first broadly based, comparative study of advertising self-regulation, this book explores the global implications of recent trends through detailed analyses of self-regulation in Europe, Asia, and the Western Hemisphere.

Table of Contents

General AnalysisAdvertising Self-Regulation: Concept, Rationale, Forms and EvolutionOutside Participation in Advertising Self-Regulation: A General AnalysisCountry AnalysisBelgium: Jury d'Éthique PublicitaireBrazil: Conselho Nacional de Auto-Regulamentacâo Publicitaria (CONAR)Canada: The Canadian Advertising Foundation's Standards Division and Conseil National de la PublicitéFederal Republic of Germany: The Deutsche WerberatFrance: Bureau de Vérification de la PublicitéItaly: Istituto dell'Autodisciplina PubblicitariaJapan: Japan Advertising Review Organization (JARO)The Netherlands: Reclame Code CommissieThe Philippines: Philippine Board of AdvertisingSweden: The Consumer-Ombudsman System and Advertising Self-RegulationThe United Kingdom: Advertising Standards AuthorityThe United States: The NAD/NARB SystemComparative AnalysesData from a Sixteen-Country SurveyAdvertising Self-Regulation and Outside Participation: Comparative ConclusionsIndex

Reviews/Endorsements

Reviews

This is an international comparison of advertising self-regulation. After a short general treatment of the possibilities and limitations of self-regulation, the systems prevailing in 12 countries are described in detail. The author reviews the legal setting, self-regulation institutions, records of its effectiveness, if any, government regulation and government attitudes towards self-regulations, and, finally, what he calls `outside participation'--i.e., members of government or consumer institutions contributing to the work of self-regulation institutions.—Journal of Consumer Policy

Outside participation in advertising self-regulation is not necessarily a contradiction in terms. For example, the UK system administered by the Advertising Standards Authority is run by a Council whose independent members outnumber those with advertising connections. This, however, represents a narrow definition of outside participation in terms of this book. Professor Boddewyn regards the governmental threat or prodding which may be needed for the creation or improvement of effective self-regulation as a form of outside participation, for example. The book begins with an appraisal of advertising self-regulation: its key concepts, forms and evolution, advantages and disadvantages, limits, government policy towards it and effectiveness. It then examines outside participation in regulatory bodies in general terms, proposing a number of hypotheses. The bulk of the book is devoted to an examination of the advertising self-regulatory systems in 12 countries: Belgium, Brazil, Canada, West Germany, France, Italy, Japan, the Netherlands, the Philippines, Sweden, the United Kingdom and the United States. . . . Although of particular interest to those concerned with advertising controls, the book has a broader relevance to regulation in general. The suggestions for development and flexible responses to changing economic and social environments are food for thought and the book is a useful resource for those concerned with almost any aspect of consumer protection.—Consumer Affairs Journal of Amer. Society of CLU & CHFC

Professor Boddewyn's book provides a rare insight into how advertising self-regulatory bodies really work--with or without outsiders. Many other studies have lauded self-regulation or dismissed it peremptorily, but this book focuses on its logic, limits and ultimate contributions to the societal control of advertising. It shows how outsiders--where available and willing to participate--contribute to its functioning while the advertising industry remains in control of the standards applied by self regulatory bodies. Practitioners, consumerists and policy-makers should greatly benefit from reading this multinational comparison of a dozen countries with very different economic and legal environments.—Sylvan M. Barnet, Jr., Chairman, Advisory Council, International Advertising Ass

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