Abstract
The regulation of advertising is a controversial and difficult process, and many schemes around the world opt for a self-regulatory approach to curb unacceptable advertising. However, when schemes are established or reformulated, most countries learn from other, more established, regimes. Whilst Australia and South Africa commenced the advertising self-regulation (ASR) process at similar times and based their systems on the UK model, two attempts have been made in Australia over the past three decades to produce more acceptable ads, whilst South Africa’s system has endured in its original form. This paper reviews the ASR systems in these three countries, using a macro framework for analysis which contextualises advertising in society. The systems have the fundamental process of handling complaints about advertising in common, however there are advantages and disadvantages of each and these are discussed with a view to providing some guidance for Australia’s fledgling, reformulated, system. Important insights for the development of regulation of advertising are presented.
Highlights
Advertising plays a significant role in the free-market economy by contributing toward the development of new technology, new ideas and new products (Woker, 1999; Boddewyn, 1992)
African situation, where the ASA SA was under threat to disband due to a lack of funding in 1996. Whilst all of these three schemes try to achieve industry compliance through their advertising self-regulation schemes, where the scheme incorporates a national tripartite system (Boddewyn, 1992:9; Sinclair, 1992:3) and the advertisers, agencies and media are involved in the process, the chances of compliance are greatly enhanced as the complaint handling bodies are given ‘teeth’
There is a need for future research into the representation of prevailing community standards as, generally, there appears to be little creativity amongst the advertising self-regulation (ASR) systems in operation around the world in this regard. It appears that South Africa can learn from the Australian model of ASR and both of these can learn from the UK which has established methods
Summary
Advertising plays a significant role in the free-market economy by contributing toward the development of new technology, new ideas and new products (Woker, 1999; Boddewyn, 1992). The item exchanged in advertising is information, and problems arise when misleading, deceptive or offensive information is communicated to the marketplace, in other words unacceptable advertising Whilst research in this area is problematic, scholars such as Wotruba (1997) have issued the challenge to researchers, suggesting that the literature on self-regulation in general has little empirical flavour, does not inform about the effectiveness of schemes, does not enlighten about what types of programs are more effective than others, under what conditions and for what interested stakeholders. Where the ASR scheme incorporates a national tripartite system (Boddewyn, 1992:9; Sinclair, 1992:3) and the advertisers, agencies and media are involved in the process, cooperation will be significantly enhanced This collective action, which grows out of the need to regulate, succeeds in spreading the decision-making responsibility across a group.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
