Towards a Global Framework for Advertising Self Regulation

Park Beede, Jean Boddewyn, Sonia Dickinson, Gayle F. Kerr, Kathleen Mortimer, David S. Waller

Research output: Contribution to Book/ReportChapterpeer-review

Abstract

One of the forces which has indelibly shaped marketing is the internet. It has not only changed the way we communicate, but our marketing practices and our advertising self-regulation process (Kerr, et al 2012). Most advertising self-regulatory frameworks are country specific and typically an artefact of culture and the national regulatory environment (Boddewyn 1989; Rotfeld 1992). The importance of protecting consumers from deceptive advertising is universal, and in trying to regulate a global medium, we need to integrate national concerns into global guidelines and international best practice. Currently there is no global framework for advertising self-regulation, even though there is an urgent need to both protect consumers in this unregulated environment and ensure marketers’ obligations for legal, decent and truthful advertising are met.
Original languageEnglish
Title of host publicationLooking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Pages601-602
Number of pages2
ISBN (Electronic)978-3-319-24184-5
DOIs
Publication statusPublished - 2 Dec 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the academy of marketing science
PublisherDMSPAMS

Keywords

  • Online environment
  • special session
  • marketing practice
  • global framework
  • advertising industry

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