Self-regulation Of Advertising Research Articles

Self-Regulation in Advertising: Foreign Experience, Opportunities and Limits of its Use in Russia

The article presents the results of a study of the formation and development of the institution of self-regulation in the field of advertising in a number of foreign countries.The authors give a general description of widely recognized international standards in the field of advertising and marketing, study the experience of organizations that actively influence the development and coordination of advertising self-regulation processes. The article also discusses the most valuable mechanisms and practices for Russia used by foreign self-regulatory organizations in the field of advertising.Taking into account the results of the analysis of the practice of applying the institution of self-regulation, the authors substantiate the expediency of assigning a broader competence to the institution of self-regulation in the field of advertising in the legislation of Russia.

Un “segugio” all’Ultima Cena: i riferimenti religiosi nella comunicazione commerciale al vaglio dell’Istituto di Autodisciplina Pubblicitaria

A "bloodhound" at the “Last Supper”: religious references in commercial communication under scrutiny by the Italian Advertising Self-Regulation Institute
 ABSTRACT: Since the birth of commercial advertising there has been a widespread use of religious references in the creation of promotional material, in some cases even distorting, trivializing, or exploiting the representations of the Sacred symbols. So, it is important to properly to understand whether and within what limits the use of religious references in advertising should be admitted, as well as the possible protection that can be granted to religious sentiment which may be harmed by such use. Starting from the recent case relating to the segugio.it commercial, this contribution examines the issue with regard to the provisions contained in an important soft law instrument of the Italian legal system, i.e. the Advertising Self-Regulatory Code, and the rulings made in its application by the decision-making bodies of the Advertising Self-Regulation Institute.
 SOMMARIO: 1. I riferimenti religiosi nella pubblicità commerciale - 2. La disciplina italiana della pubblicità commerciale in relazione al sentimento religioso e il Codice di Autoregolamentazione della Comunicazione Commerciale - 3. Il concetto di offesa al sentimento religioso delineato dalle pronunce dell’I.A.P. - 4. I precedenti “usi” pubblicitari dell’Ultima Cena - 5. Un tentativo di conclusione.

Tell the Truth or Keep Silent: A Critical Study of Ethical Advertising Through Malaysian Advertising Self-Regulation System

Consumers are often subjected to various forms of non-ethical content, such as over-claiming, misleading facts and advertisers' misleading promises. When advertising contains offensive information, it may cause harm to the consumers relying upon it. Moral conflicts arise when advertisements lose their informative value and become merely propaganda for the profit of products and services. Advertisers easily produce advertisements displaying a culture that is not appropriate according to the morality principles of the nation. This paper discusses Malaysia's framework for self-regulation to control the safety of consumers and the obligation of professionals to help consumers from the perspectives of the truthfulness value of the advertising content and authenticity values of the advertisers. This study aims to examine how Malaysia's self-regulation system embraces the principles of truthfulness and authenticity in their messages. The data were obtained from five (5) Malaysian Advertisement Self-regulations (MASR) model through content analysis. The software NVivo 12 is used to conduct themes and sub-themes. The findings indicate an increasing prevalence on the values of truthfulness but do not stress the authenticity values when assessing the concepts that must be considered in the advertising field to reduce adverse commercial issues.

Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective

Abstract This article assesses the influence of criticisms of female representations in advertising practices in the brewing industry in Brazil between 2012 and 2017 from the perspective of Strategic Action Fields. Unlike existing analyses, the object of the study was conceived as a set of interconnected fields and the role of governance units in the dynamics of social change was emphasized. An analysis of the content of 213 advertisements for the country's largest beer brands, 99 lawsuits filed against the brewing industry in the National Advertising Self-Regulation Council (CONAR) and media reports was carried out. The results indicate that the loss of symbolic effectiveness of sexist advertising practices was driven by episodes of conflict that had wide media repercussions and affected the dominant companies in the brewing industry. These factors made it possible for criticism to circumvent the conservative performance of CONAR, the established governance unit in the fields of advertising in Brazil.

Uso de smartphones en la infancia y seguimiento del Código PAOS por parte de anunciantes de alimentación.

Enfermedades relacionadas con los hábitos alimentarios, tales como la obesidad, la anorexia o la bulimia, vienen aumentando en sociedades desarrolladas o en vías de desarrollo (Haas et al, 2010). El Ministerio de Sanidad y Consumo del Gobierno de España alertaba, en 2018, de las cifras que alcanzaba la obesidad (15%) y las EDDs[1] (12%): el grupo de edad de mayor incidencia es el de los menores de entre 6 y 12 años (McCabe et al., 2019). Esta cuestión atañe a los media (Levine & Murnen, 2009; Lara & Lara, 2018), que se configuran como educomunicadores, debido a la influencia que suponen en los niños al emitir ciertos valores, susceptibles de ser asumidos por estos (Carrillo et al., 2011). En este sentido, la aplicación del “Código de autorregulación de la publicidad y alimentos dirigida a menores, prevención de la obesidad y salud[2]” planteaba un cambio cualitativo y cuantitativo en la publicidad dirigida a niños. El objetivo de esta investigación es analizar la publicidad de alimentos emitida en dispositivos móviles dirigida a menores para comprobar si, efectivamente, este cambio ha sido real. Para ello se utilizó una metodología mixta con una muestra resultado de haber grabado durante 7 días (19 - 25 de agosto de 2019) la publicidad emitida por los anunciantes en el momento de interacción con los niños. En concreto: un análisis de contenido de la publicidad objeto de estudio, completada con una encuesta a niños y progenitores, además de un focus group realizado a progenitores. [1] EDDs: Eating Disorders Diseases [2] Código PAOS

A Comparison of Advertising Self-Regulation in the UK and the USA

Abstract The UK and the USA have well-established systems of advertising self-regulation. This article examines selected similarities and differences of the ASA/CAP Committee System (UK) and the NAD/NARB system (USA), and recommends certain features of the British system for possible adoption by the NAD/NARB. This comparison should interest: (1) those involved directly in self-regulation or government regulation of advertising, (2) advertising and marketing managers and senior executives of multinational companies and their advertising agencies, (3) legislators and government officials, and (4) leaders of consumer groups. Comparative analysis can be a powerful tool with which to identify and crystalize issues, and to understand the nature of one's own system, as well as to suggest reasonable alternatives to improve it. Comparative analysis also invites future research in each national market to confirm, modify, or reject its conclusion.

Advertising self-regulation: Clearance processes, effectiveness and future research agenda

This paper assesses the progress made in international research in advertising self-regulation (ASR) since 1980. We analyse and critique the academic progress made in relation to the ASR clearance processes, focusing specifically upon advertising clearance procedures, the influential factors of advertising clearance activities, and their effectiveness (including complaint handling), evaluating the extent to which issues raised have been adequately addressed and what areas remain underexplored. We then offer a new agenda for ASR research.

A History of the Media Industry's Self-Regulation of Comparative Advertising

The unique problems for the media industry posed by the increasingly widespread use of comparative advertising throughout the twentieth century and into the twenty-first have not been examined prior to the research in this article. Sources consisted of articles published in the advertising trade literature, including, for the early twentieth century, the industry's foremost journal, Printers’ Ink. Findings reveal comparative advertising was rarely viewed as anything other than a serious problem for publishers and broadcasters and also show that disparagement and the validity of comparative claims have been the principal problems driving media advertising self-regulation policies. The article concludes with recommendations for future historical research on the challenges that comparative advertising has created for other entities and institutions involved in the regulation of advertising.

Regulating online advertising: the benefit of qualitative insights

PurposeThe purpose of this paper is to examine the regulatory options available to control advertising on the internet.Design/methodology/approachThe analytical framework for this study was derived from Harker and colleagues' work on effective advertising self‐regulation (ASR). The key areas of the legal regulatory framework, the self‐regulatory framework, prevailing community standards, and industry compliance were examined in the context of the internet; the focus being the achievement of acceptable advertising. Dick's convergent interviewing techniques were utilised during a number of depth interviews with key stakeholders and the data were analysed using Strauss' and Strauss and Corbin's guidelines.FindingsThis qualitative approach allowed great insight to be gained in a “messy” area. A number of regulatory options are suggested, ranging along a continuum from full control to no control. Whilst controlling advertising on traditional media is moving towards best practice, the dynamic context of the internet provides new challenges for all stakeholders in terms of consumer protection.Research limitations/implicationsA significant limitation of any research concerned with the internet relates to the currency of information, and this is difficult to account for in this dynamic environment.Originality/valueWhilst there have been many research papers describing approaches to traditional ASR, there is little to guide us when it comes to options for controlling online advertising. This paper has attempted to push the research boundary a little further in this regard and is meant to be a paper that will hopefully stimulate other research colleagues to challenge ideas and the traditional view.

Conversation with Cees Goos

Conversation with Cees Goos

Towards effective advertising regulation: A comparison of UK, Australian and South African schemes

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.

Self‐regulation of alcohol advertising: is it working for Australia?

AbstractObjective:Restrictions on alcohol advertising have increasingly become an issue for debate around the world. Some countries rely on governmental regulation, whereas others, including Australia, utilise a system of industry self‐regulation. This study calls into question the effectiveness of the alcohol beverage industry's self‐regulation of advertising in Australia.Method:Between May 1998 and April 1999, 11 alcohol advertising complaints (relating to nine separate advertisements) were lodged with the Advertising Standards Board (ASB) by members of the general public. In Phase One of the present study, eight marketing academics (‘expert judges’) were asked, without knowing the ASB's rulings, to judge whether the advertisement(s) breached any of the clauses of the Australian Association of National Advertisers' Code of Ethics or Alcoholic Beverages Advertising Code. In Phase Two, the same ads were similarly assessed by a group of second‐year advertising students at an Australian university (‘student judges’).Results:A majority of the expert judges perceived breaches of the Codes for seven of the nine advertisements. For all nine of the advertisements, a majority of the university students felt that each of the ads was in breach of one or more of the Codes of Practice. The ASB had ruled that none of the ads breached any of the Codes.Discussion and Conclusions:There is a clear discrepancy between our judges and members of the ASB with respect to interpretations of the Codes of Practice. Given that our judges were not biased against alcohol advertising and self‐regulation, it appears that ASB members may lack objectivity (or expertise) in their assessments of complaints. Furthermore, consumers who contact the ASB prior to submitting a written complaint are provided with copies of recent decision records, namely 11 out of 11 complaints rejected in this case. It may well be that this information would discourage many complainants from proceeding. This potentially inhibitory practice, as well as our ‘failure to replicate’ the ASB's decisions, lead us to question whether ethical responsibility is being met by the self‐regulatory system for alcohol advertising. Copyright © 2002 Henry Stewart Publications

Any complaints? A review of the framework of self-regulation in the Australian advertising industry

Prior to 1996, the Australian system of advertising self-regulation was regarded as a world model and many Asia-Pacific systems included components adapted from the Australian system. The recent changes to this system, encouraged by the abolition of the media accreditation system, consumer association pressure, criticism from the national advertisers association and the lack of a strong advertising agency presence, present an interesting framework in which to review the foundation concepts of self-regulation in advertising. This paper compares the new code of ethics with its predecessor and an international standard. It examines the performance of the code in terms of the number of complaints upheld and complaint by medium and product type and the voluntary response of advertisers. The findings suggest a weakening in the standard of advertising self-regulation in Australia, with fewer provisions in the Code of Ethics, a significantly fewer number of complaints upheld and no real power of enforcement. Although the case is Australian, it raises universal questions such as the vested interest of advertisers in controlling the process and roles of the consumer association, the media and the advertising agencies in guaranteeing the privilege of self-regulation.

Disbanding an Effective System for Self Regulation of Advertising: Beyond the Media Council of Australia

This paper analyses the role of government, advertisers, advertising agents, and the industry complaints body in unravelling what was once an effective self regulatory system for advertisements. It outlines the connection between the system for the accreditation of advertising agents and the system of fuzzy Codes of Practice rules for the content of advertisements that regulated Australian advertising until the end of 1996. It shows how a revamped competition policy, government review, aggrieved advertisers and an entrenched Advertising Standards Council contributed to the demise of the Media Council system of self regulated advertising. The paper describes the new self regulatory system that has been put in place and analyses both the old Media Council Code of Practice rules and the rules of the new Advertiser Code of Ethics.

Some Effects of Tobacco Sponsorship Advertisements on Young Males

Regulation of tobacco promotions has generated considerable controversy and, in New Zealand, has led to legislation banning sponsorship by tobacco companies. However, the reported findings of research into the effects of tobacco promotions on young people have proved contradictory and have not provided sufficiently unambiguous evidence to justify replacement of self-regulatory codes by legislation. This study examined the effects of a tobacco sponsorship advertisement on young males and found that a single exposure to the advertisement reinforced existing behaviour among smokers, created more favourable attitudes to smoking among non-smokers, increased non-smokers' brand awareness and influenced their brand preference. Though these findings do not constitute a case for abandoning self-regulation of advertising, they do suggest that corporate promotions can act as product promotions, thus circumventing the voluntary codes designed to regulate them.

Self Regulation of Advertising: The Impact of Information and Attitudes

AbstractData from a sample of advertising executives in Vancouver indicated limited exposure and access to the codes administered by the Advertising Standards Council. Advertising managers with high levels of access and exposure to the set of codes examined tended to hold favourable attitudes towards the codes and the self‐regulatory process. Positive evaluations and behavior supportive of self‐regulation were found to be associated with exposure and access to the Canadian Code of Advertising Standards and the Broadcast Code of Advertising to Children.RésuméLe résultat d'un échantillon d'administrateurs de publicité à Vancouver indique qu'ils ont accès très limité aux codes de l'Advertising Standards Council. Çeux qui on accès aux codes examinés ont tendance d'être favorable envers çes codes et le proçessus régulataire autonome. Des évaluations positives et un support général pour ces proçessus régulataire autonome ont été associé à çeux qui ont eut accès aux Canadian Code of Advertising Standards et le Broadcast Code of Advertising to Children.

Improving NAD/NARB Self-Regulation of Advertising

This article builds on the background, growth and development of the National Advertising Division/National Advertising Review Board (NAD/NARB) system, the relationship between government and self-regulation, the standards the NAD/NARB applies to evaluate advertising, and the general performance of the system. A discussion of the case for and against self-regulation assists in supporting recommendations for: (1) consideration of a means to establish a formal NAD/NARB code of advertising practice, (2) improved monitoring of advertisements, (3) increased publicity for the system, and (4) improved enforcement of NAD/NARB decisions.

Outside Participation in Canadian Advertising Self‐Regulation

The Canadian advertising self‐regulatory system has been an innovative one, pioneering in such areas as the involvement of “outside'' non‐industry members, the preclearance of children and feminine‐hygiene commercials as well as the handling of sex‐stereotypes and of multiculturalism in advertising.Most of these developments have been in reaction to government and consumerist pressures: and they have burdened a relatively understaffed and underfinanced system. As such, they reveal the flexibility and innovativeness of advertising self‐regulation in dealing with the “taste, opinion and decency'' issue but also its current limits.The use of outsiders coming mainly from the consumer and feminist movements has been quite successful, thereby revealing the gradual shift away from pure self‐regulation where only industry members are involved. This Canadian innovation is now spreading in other countries.RésuméLe système d'autoréglementation de la publicité, au Canada, a été innovateur. II a été à l'avant‐garde dans des domaines tels que le recours à des arbitres qui ne sont pas membres de la profession, l'approbation préalable des annonces destinées aux enfants et aux femmes, le traitement des stéréotypes sexuels et du multi‐culturalisme.Ces nouvelles pratiques ont été introduites en réponse aux pressions des gouvernements et des consommateurs. Elles ont taxé un système dont les dotations en ressources humaines et financières étaient insuffisantes. En conséquence, elles ont démontré la souplesse et la créativité de l'autoréglementation lorsqu'il s'agit de traiter de questions de “goǔt, d'opinion et de décence.'' Mais elles ont montré également ses limites.Le recours à des arbitres externes issus des mouvements féministes et des consommateurs a pleinement réussi et montre que l'on s'éloigne graduellement de l'autorégulation pure, qui ne fait appel qu'aux membres de la profession. Cette innovation canadienne est en voie d'adoption par d'autres pays.

The Diffusion of Trade Association Advertising Self-Regulation

Guided by diffusion theory, the executive directors of over 2,000 major trade associations were surveyed to determine the extent of their adoption of advertising self-regulation and the objective and perceptual factors that might account for non-adoption. The study found that the majority of associations reporting public dissatisfaction with the industry's advertising are sponsoring self-regulation programs, but not all industry groups with advertising problems are engaged in self-regulation. Based on the perceptual profiles of executives representing adopting and nonadopting associations, a program to accelerate the adoption of advertising self-regulation is suggested.

The Diffusion of Trade Association Advertising Self-Regulation

The Diffusion of Trade Association Advertising Self-Regulation