Belgian Advertising self-regulation and consumer organizations: Interaction and conflict in the context of the Jury d'Ethique Publicitaire (JEP)

Abstract

The Belgian Advertising Ethics Jury (JEP) does not include non-industry members, except for its independent President. This approach to advertising code-development and implementation represents the limit case in pure self-regulation; and it contrasts with the experience of most major countries (e.g., France, the United Kingdom, and the United States). This situation reflects various Belgian institutional and ideological factors: conflicting views about advertising, self-regulation and outside participation in it; the division and concerns of the consumerist movement; the relative weakness of consumer-protection legislation; the ambiguity of government policy; the under-representation of advertising on government councils; and the shortage of independent personalities in a highly fragmented and polarized society. Such obstacles are easy to identify but hard to overcome. Still, this unique approach of pure self-regulation in advertising is unlikely to survive intact in coming years. This article outlines various possible solutions for its transformation.