Abstract
This reply to the Chapman-McKay attack on self-regulation in advertising seeks to clear confusion on who self-regulates — it is not any branch of the industry such as the Tobacco Institute, but the Advertising Standards Council. The reply justifies the five decisions of the Council attacked. The reply demolishes the criticism that greater latitude was shown to cigarette advertising than the ‘smoking control problem’. It also defends Members of the Council from unwarranted slurs on their integrity and ability. The choice of the ‘outside industry’ members is justified. The change by Quit for Life in removing the HCF ‘name tag’ from the Quit For Life commercial is condemned.
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