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Regulating ad

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Regulating Advertisement

Regulating Advertisement

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  • 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.
  • Transcript

    • 1. REGULATING ADVERTISEMENT
    • 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
    • 5. The NAD is an important self-regulatory body
    • 6. Questioning the effectiveness of media self-regulation of liquor advertising
    • 7. Special Rules for Different Advertising Media
    • 8. • 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.
    • 9. Advertising Regulation
    • 10. 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
    • 11. 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.
    • 12. Children’s Online Privacy Protection Act Enacted to Protect the Privacy Enacted to Protect the Privacy Enacted to Protect the Privacy Enacted to Protect the Privacy Of Children When They Are Of Children When They Are Of Children When They Are Of Children When They Are Using the Internet Using the Internet Using the Internet Using the Internet Places Restrictions on Collecting Places Restrictions on Collecting Places Restrictions on Collecting Places Restrictions on Collecting Information From Children Via Information From Children Via Information From Children Via Information From Children Via The Internet The Internet The Internet The Internet Privacy Policies Must Privacy Policies Must Privacy Policies Must Privacy Policies Must Be Posted on Home Pages Be Posted on Home Pages Be Posted on Home Pages Be Posted on Home Pages And Area Where Information And Area Where Information And Area Where Information And Area Where Information Is Collected Is Collected Is Collected Is Collected © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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