World Library  
Flag as Inappropriate
Email this Article

Advertising regulation

Article Id: WHEBN0001800399
Reproduction Date:

Title: Advertising regulation  
Author: World Heritage Encyclopedia
Language: English
Subject: Alcohol advertising, Media manipulation, History of advertising, Advertising, Business law
Collection: Advertising Regulation, Business Law
Publisher: World Heritage Encyclopedia
Publication
Date:
 

Advertising regulation

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. In the United States, false advertising and health-related ads are regulated the most. Two of the most highly regulated forms of advertising are tobacco advertising and alcohol advertising.

Contents

  • Copyright 1
  • Regional regulations 2
    • Europe 2.1
    • Latin America 2.2
  • Regulatory authorities 3
    • New Zealand 3.1
    • South Africa 3.2
    • United Kingdom 3.3
    • United States of America 3.4
  • See also 4
  • References 5
  • External links 6

Copyright

In the United States, the 1903 court case Bleistein v. Donaldson Lithographing Co. established that advertisements could be eligible for copyright.

Regional regulations

Many communities have their own rules, particularly for outdoor advertising.

Europe

Sweden and Norway prohibit domestic advertising that targets children. Some European countries don’t allow sponsorship of children’s programs, no advertisement can be aimed at children under the age of twelve, and there can be no advertisements five minutes before or after a children’s program is aired. In the United Kingdom advertising of tobacco on television, billboards or at sporting events is banned. Similarly alcohol advertisers in the United Kingdom are not allowed to discuss in a campaign the relative benefits of drinking, in most instances therefore choosing to focus around the brand image and associative benefits instead of those aligned with consumption. There are many regulations throughout the rest of Europe as well. In many non-Western countries, a wide-variety of linguistic (Bhatia 2000, pp. 217–218) and non-linguistic strategies (e.g. religion; Bhatia 2000, pp 280–282) are used to mock and undermine regulations.

Latin America

Brazil passed a law in 2014 prohibiting advertising aimed at children.[1] It restricts the use of elements in advertising that would appeal to children such as animation or excessive use of colours.
From 2014, Mexico have restricted when advertisements for junk food can be shown. They are now only to be shown outside of weekday afternoon to early evening and all day on the weekend until evening. [2]

Regulatory authorities

New Zealand

In New Zealand, the Advertising Standards Authority (ASA) regulates advertising content. The ASA's complaints board (ASCB) consists of public representatives and representatives of media, advertising agencies, and advertisers,[3] and its decisions are based on the ASA's Advertising Codes of Practice. The ASCB considers complaints submitted by members of the public (a different procedure is followed for competitor complaints[4]). In the event that a complaint is upheld, the ASA requests that the advertiser voluntarily withdraw the advertisement.[5]

South Africa

In South Africa, advertising content is self-regulated and is governed according to standards contained in a Code of Advertising Practice established by the Advertising Standards Authority (ASA) of South Africa, whose members are advertisers, advertising agencies, and media sources that carry advertising.[6] The ASA of South Africa's Code of Advertising Practice is based on the International Code of Advertising Practice prepared by the International Chamber of Commerce.[7]

United Kingdom

In the United Kingdom, advertising content regulation is governed by the Advertising Standards Authority whereas in the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offence liable to a fine of £2500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature.

In terms of TV advertising in the UK, Clearcast manages all clearances. A script has to be approved first once vetted for inappropriate advertising practices-- then the final copy will be submitted to get final clearance will be given. Without prior clearance, adverts cannot go on air in the UK.

United States of America

In the United States, the Federal Trade Commission regulates advertising at the federal level.[8] States and more local political divisions can have their own laws on the subject.

See also

References

  1. ^ http://www.consumersinternational.org/news-and-media/news/2014/04/advertising-to-children-now-technically-illegal-in-brazil/
  2. ^ http://www.consumersinternational.org/news-and-media/news/2014/07/mexico-food/
  3. ^ New Zealand Advertising Standards Authority: Advertising Standards Complaints Board (ASCB), retrieved 2013-08-22 
  4. ^ New Zealand Advertising Standards Authority: Competitor Complaints, retrieved 2013-08-22 
  5. ^ New Zealand Advertising Standards Authority, retrieved 2013-08-22 
  6. ^ Advertising Standards Authority of South Africa: About Us, retrieved 2010-07-05 
  7. ^ Advertising Standards Authority of South Africa: Code of Practice, retrieved 2010-07-05 
  8. ^ O'Guinn, Thomas; Allen, Chris; Semenik, Richard (2008). Advertising and Integrated Brand Promotion (5 ed.). Cengage Learning. p. 130.  

External links

  • Advertising Law at U.S. Small Business Administration
  • The Regulation of Advertising at MediaKnowAll.com
Help improve this article
Sourced from World Heritage Encyclopedia™ licensed under CC BY-SA 3.0
Help to improve this article, make contributions at the Citational Source
This article was sourced from Creative Commons Attribution-ShareAlike License; additional terms may apply. World Heritage Encyclopedia content is assembled from numerous content providers, Open Access Publishing, and in compliance with The Fair Access to Science and Technology Research Act (FASTR), Wikimedia Foundation, Inc., Public Library of Science, The Encyclopedia of Life, Open Book Publishers (OBP), PubMed, U.S. National Library of Medicine, National Center for Biotechnology Information, U.S. National Library of Medicine, National Institutes of Health (NIH), U.S. Department of Health & Human Services, and USA.gov, which sources content from all federal, state, local, tribal, and territorial government publication portals (.gov, .mil, .edu). Funding for USA.gov and content contributors is made possible from the U.S. Congress, E-Government Act of 2002.
 
Crowd sourced content that is contributed to World Heritage Encyclopedia is peer reviewed and edited by our editorial staff to ensure quality scholarly research articles.
 
By using this site, you agree to the Terms of Use and Privacy Policy. World Heritage Encyclopedia™ is a registered trademark of the World Public Library Association, a non-profit organization.
 


Copyright © World Library Foundation. All rights reserved. eBooks from Project Gutenberg are sponsored by the World Library Foundation,
a 501c(4) Member's Support Non-Profit Organization, and is NOT affiliated with any governmental agency or department.