2. • Advertising regulation
refers to the laws and
rules defining the ways in
which products can be
advertised in a particular
region. Rules can define
a wide number of
different aspects, such as
placement, timing, and
content
3. Advertising is regulated through
Self
Self
Regulation
Regulation
Federal
Federal
Regulation
Regulation
State
State
Regulation
Regulation
4. Self-regulation of Advertising
Voluntary self regulation by the advertising industry,
Voluntary self regulation by the advertising industry,
business, and media to maintain consumer trust and
business, and media to maintain consumer trust and
confidence and limit government interference
confidence and limit government interference
9. • 1924 The Advertising association was
formed, after the Daily Mail published an
article.
• ASA: Advertising Standard Association
It has formed to field complaints about
advertising.
11. Television
As the IBA Code of Advertising Standards
and Practice stated, ‘broadcasting, and
particularly TV, because of greater
intimacy within the home, gives rise to
problems which do not necessarily occur
in other media and it is essential to
maintain a consistently high quality of
broadcast advertising
12.
13. RADIO
• In 1996 the radio authority setup the radio
advertising clearance centre which was
wholly founded by the radio stations. The
radio authority is able to impose strong
sanctions which include forced apologies
and heavy fines.
Relation to text
This slide relates to material on p. 711 of the text.
Summary Overview
Numerous guidelines, rules, regulations and laws constrain and restrict advertising. This slide shows the various sources through which advertising and promotion are regulated. These include:
Self-regulation
Federal regulation
State regulation
Use of this slide
This slide can be used to introduce the regulation of advertising and promotion. More detailed discussion on how advertising and other forms of promotion are regulated will follow.
Relation to text
This slide relates to material on pp. 712-716 of the text.
Summary Overview
This slide shows the various segments of the advertising industry that are involved in self- regulation. These include:
Advertisers and agencies – ads are usually examined to make sure messages are consistent with the corporate image and do not mislead or deceive consumers
Industry trade associations – many trade and industry associations develop their own advertising guidelines and codes that member companies are expected to abide by
Media – most media maintain some form of advertising review process and may reject any ads they regard as objectionable
Business (BBB) NARB – efforts of the business community to sustain high standards of truth, accuracy, and social responsibility by advertisers
Use of slide
This slide can be used to discuss the various groups who are involved in self-regulation of advertising and promotion. Most advertisers, agencies, and the media recognize the importance of maintaining consumer trust and confidence. Advertisers also view self-regulation as a way to limit government interference, which they believe results in more stringent and troublesome regulations.
Relation to text
This slide relates to the material on pp. 716-18
Summary Overview
This slide shows a page from the web site of the National Advertising Division of the Council of Better Business Bureaus. The NAD works closely with the National Advertising Review Board (NARB) to sustain truth, accuracy and decency in national advertising.
Use of slide
This slide can be used as part of a discussion of the NAD/NARB which together form the National Advertising Review Council. This council plays an important role in the self-regulation of advertising and has become the advertising industry’s primary self-regulatory mechanism. The NAD acts as the investigative arm of the NARC.
Relation to text
This slide relates to material on p. 746 of the text.
Summary Overview
This slide relates to the Children’s Online Privacy Protection Act and summarizes the characteristics of this piece of legislation which are:
Enacted to protect the privacy of children when they are using the Internet
Places restrictions on collecting information from children on the Internet
Privacy policies must be posted on home page and areas where information is collected
Use of this slide
This slide can be used to discuss the Children’s Online Privacy Protection Act. Concerns over online marketing to children led to the passage of this act, which the FTC began enforcing in April 2000.