The Case for Self-Regulation
This article first appeared in DLB magazine - Issue 33,
August 2001
Steve Clarke, former Chairman of the European Advertising Standards Liaison
Group, isolates the six key reasons in favour of self regulation, they
are:
Self-Regulation Ensures High Standards: In a system of
self-regulation, the industry must prove to consumers and legislators that it
is meeting high standards of expectation. In that climate there will be
fewer transgressions of the guidelines and every complaint, however minor, will
be treated seriously.
Self-Regulation is Open and Accessible: Consumers often
find legal processes daunting, expensive and inaccessible. An open and
well-published self-regulatory system is much more approachable and therefore
more successful; and is either free or very inexpensive.
Self-Regulation Responds Quickly to Consumer Concerns:
Self-regulation can take immediate action to enforce its judgements.
Advertising campaigns are often put together at short notice and may only last
for a brief time. To be effective any system of advertising control must be
able to respond quickly. Self-regulation, unhindered by bureaucratic legal
procedures, can provide rapid assessment, decisions and implementation.
Self-Regulation Guarantees Effective control and
Substantiation: Self-regulation is supported by all parts of the
industry: advertisers, advertising agencies and the media.
Self-regulation therefore has real authority and can guarantee firm action even
if an individual company disputes a ruling. In a typical self-regulatory
system the onus of proof is on the advertiser, which also helps to bring cases
quickly to a conclusion.
Self-Regulation is Inexpensive: Because self-regulation
is not governed by a costly regulatory body, it does not represent a financial
burden to the public purse. The costs of self-regulation are met by industry,
though the operation of the complaints system is independent of industry
control. Consumers' complaints are dealt with for free (or very cheaply).
Self-Regulation is Run by Experts: Self-regulation is
self-imposed and is therefore voluntary, and structured by people knowledgeable
in the business of advertising. Practitioners in advertising therefore
respect the procedure and comply with the judgement of their peers.
This excerpt is reprinted from Alliance Update No. 17 published by the European
Advertising Standards Alliance. Our thanks to Steve Clarke.
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