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.
• Advertising regulationrefers to the laws andrules defining the ways inwhich products can beadvertised in a particularregion. Rules can definea wide number ofdifferent aspects, such asplacement, timing, andcontent
SelfRegulationSelfRegulationFederalRegulationFederalRegulationStateRegulationStateRegulationFederalRegulationFederalRegulationSelfRegulationSelfRegulationAdvertising is regulated through
Self-regulation of AdvertisingVoluntary self regulation by the advertising industry,business, and media to maintain consumer trust andconfidence and limit government interferenceVoluntary self regulation by the advertising industry,business, and media to maintain consumer trust andconfidence and limit government interference
TelevisionAs the IBA Code of Advertising Standardsand Practice stated, ‘broadcasting, andparticularly TV, because of greaterintimacy within the home, gives rise toproblems which do not necessarily occurin other media and it is essential tomaintain a consistently high quality ofbroadcast advertising
RADIO• In 1996 the radio authority setup the radioadvertising clearance centre which waswholly founded by the radio stations. Theradio authority is able to impose strongsanctions which include forced apologiesand heavy fines.