WFA releases the first ever survey of Advertising Self-Regulation
Organisations in the world Brussels, March 15, 2000
In Brussels, the World Federation of Advertisers with its 45 National
Advertiser Association on five continents, published a survey on
the state of affairs of Advertising Self-Regulation.
51 countries are dealt with in this first overview which will
be updated and completed on a regular basis. These countries represent
over 270 billion US Dollars in media advertising expenditures and
cover 96 % of the world-wide advertising expenditure.
The main findings of this survey are:
- More and more countries with open to liberal economic systems
have a functioning self-regulation organisation in place. The
trend is clear: each year the number of countries with Advertising
Self-Regulation schemes continues to grow.
- The schemes are mostly operating under codes published by the
International Chamber of Commerce (ICC). In some countries these
codes are completed with a more detailed approach which may take
into account local culture and sensitivities.
- While General Advertising is covered in most countries included
in the survey, other commercial communication tools such as sales
promotion, direct marketing, sponsorship, and marketing and advertising
on the Internet are also self-regulated by industry.
- Though the ICC codes cover the issue of advertising and children,
many countries take the codes further as concerns children.
- If in most countries, the funding of Self-Regulation Organisations
by the Industry (Advertisers, Agencies, and Media) is sufficient
to permit normal operations, there are still problems in promoting
Self-Regulation and its virtues to the consumer.
The World Federation and its members are committed to helping
strengthen Self- Regulation where it already exists and to helping
establish it in all the countries around the globe where is does
not.
About Self-Regulation
Self-Regulation is the recognition of the advertising industry (i.e.,
advertisers, agencies, and the media) that advertising should be
legal, decent, honest and truthful, with a sense of social responsibility
to the consumer and society as a whole, and with due respect to the
rules of fair competition. This is achieved through the establishment
of a set of rules and principles of best practice that the advertising
industry voluntarily agrees to conform with. The aim is to keep advertising
standards high and ensure consumer trust to the benefit of all.
Self-regulation works best when framework legislation sets and
enforces the boundaries of what is unlawful. Likewise, the law
operates to best effect when it tackles issues of broad principle.
Advertising is often detailed and subjective in its claims and
interpretation. Controls imposed upon it must be equally flexible.
Self-Regulation Organisations deal with a volume of work each year
that, if disputed in court, would be both prohibitively expensive
and unacceptably slow to resolve. The law and self-regulation working
independently but in harmony provide the swiftest and most comprehensive
protection for consumers.
About the ICC codes
The International Chamber of Commerce (ICC) Commission on Marketing,
Advertising, and Distribution promotes high standards of ethics in
marketing by business self-regulation through a series of international
marketing codes and guidelines. The codes are updated whenever necessary
to adapt to the changing business, social, and political environments.
The latest issues of the ICC codes are:
- ICC International Code of Advertising Practice - 21 April 1997
- ICC International Code of Direct Selling - 17 June 1999
- ICC International Code of Direct marketing - 25 September 1998
- ICC Guidelines on Advertising and Marketing on the Internet
- 2 April 1998
- ICC/ESOMAR International Code of Marketing and Social research
practice - 13 June 1995
- ICC International Code on Sponsorship - 1992
- ICC International code of Environmental Advertising - 1991
- ICC International Code of Sales Promotion - June 1987
About the WFA
Thanks to its dual membership - over 45 National Advertisers Associations
and 25 Corporate Members - comprising several thousand businesses
operating in a wide spectrum of sectors at national, regional and
global level, the World Federation of Advertisers is a unique, worldwide
network.
WFA defends the common interest of its members (National Advertiser
Associations and Corporations) throughout the world, and, as such
promotes the free circulation of goods and services, including
a company's intrinsic right to commercial communications. WFA promotes
the economic benefits of advertising and consider advertising as
a legitimate and honorable activity that should be encouraged in
defended against undue restrictions. WFA promotes the concept of
Self Regulation as a complement to a framework legislation. Self
Regulation is an efficient and effective tool in preference to
complicated and too detailed legislative restrictions.
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