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Some facts about advertising self-regulation

What is advertising self-regulation?

Advertising self-regulation comprises two major elements. The first is a code of conduct to which marketers must abide in terms of how they advertise. Typically, this means a general code of ethics with separate sections relating to the advertising of specific products, such as food and beverages, cosmetics, etc.

Secondly, a Self-Regulation Organisation (SRO) is charged with monitoring, policing and enforcing the code of conduct. SROs are funded by the advertising industry (advertisers, advertising agencies and media) but operate independently from industry in order to ensure impartiality. SROs deal with consumer and competitor complaints about advertisements and to ensure that advertising is legal, decent, honest and truthful.

Is self-regulation a question of industry just regulating itself?

Advertising self-regulation does not happen behind closed doors. While the industry funds self-regulation, it does not get involved in the day-to-day running of self-regulation. The European advertising industry has developed a best practice model for advertising self-regulation following consultations with consumer and public health bodies under the auspices of the European Commission’s Directorate General for Health and Consumer Protection ( This model recommends the involvement of non-industry stakeholders in the process. This can mean consultation with interested parties in the development of codes or the involvement of independent parties in adjudication panels. The industry is currently rolling out this best practice model worldwide. So, in practice, self-regulation involves a wide range of stakeholders, both in terms of the content of the codes and decision of complaints.

Does self-regulation replace regulation?




What are the advantages of advertising self-regulation?

Without self-regulation, every time a company or consumer complained, the complainant would be forced go to the courts. This would involve significant financial resources and a great deal of time, while the advertisement would continue to be aired throughout the whole process, effectively meaning “the damage would be done”. Self-regulation supports a legislative framework: it deals with legitimate, mainstream advertisers while authorities are freed up to deal with rogue traders.






Industry relies on consumer confidence and adapts to societal changes. The advertising industry recognises that while markets and societal expectations change, advertising self-regulation must adapt and ensure that it meets consumer demands. Industry works to ensure that advertising self-regulation globally provides a high level of consumer protection based on five principles:
  1. Awareness and resources- Knowing how and where to complain
  2. Transparency and openness- Complaint-handling takes place in the public domain
  3. Effectiveness- Complaint handling is rapid and flexible
  4. "Teeth"- Effective industry sanctions are combined with recourse to the courts when needed
  5. Free access- It is a self-financing system with no charge to the consumer or government

How can advertising self-regulation provide special protection in terms of children?




In addition to self-regulatory codes themselves, the International Chamber of Commerce has issued further interpretative guidelines, such as the Framework for Responsible Food and Beverage Marketing Communications which offers detailed interpretation of existing codes.

Does advertising self-regulation work?

Independent studies show that advertising self-regulation ensures high levels of consumer protection. Advertising self-regulation has repeatedly been commended by non-industry commentators for its effectiveness in ensuring a high level of consumer protection. Studies undertaken by the European Commission point out that advertising self-regulation "seem[s] to be especially successful with respect to the application of rules on advertising and the protection of minors".1

Where are there systems of advertising self-regulation in place?

The industry has established self-regulatory systems in nearly all major markets, which ensure that national codes of conduct and their provisions on advertising to children are applied effectively.
