2016 | OriginalPaper | Buchkapitel
Towards a Global Framework for Advertising Self Regulation
verfasst von : Park Beede, PhD, Jean Boddewyn, Sonia Dickinson, Gayle F. Kerr, Kathleen Mortimer, David S. Waller
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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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.