Advertising and the Consumerism Movement in Europe: The Case of West Germany and Switzerland

Abstract

In recent years, European countries have faced an ever increasing level of activities by consumerists. Much of this activity is aimed at regulating and controlling advertising. This article examines the views of advertising industry and corporate advertising executives toward this movement in two neighboring European countries: West Germany and Switzerland. Results show that even though these countries have different levels of advertising regulation, the executives in both countries hold generally similar attitudes toward most advertising issues. Additionally, the Swiss respondents, more so than the West Germans, feel consumer organizations have more influence on advertising regulation. West German respondents, on the other hand, more strongly favor self-control as a means of advertising regulation. Finally, the Swiss respondents show a more favorable view toward corrective advertising as a method of controlling misleading advertisements.