Towards effective advertising regulation: A comparison of UK, Australian and South African schemes

Debra Harker; S Cassim

doi:10.4102/sajbm.v33i4.706

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Towards effective advertising regulation: A comparison of UK, Australian and South African schemes

Journal article

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Towards effective advertising regulation: A comparison of UK, Australian and South African schemes

Debra Harker and S Cassim

South African Journal of Business Management, Vol.33(4), pp.1-12

2002

DOI: https://doi.org/10.4102/sajbm.v33i4.706

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Abstract

Business and Management

advertising regulation

The regulation of advertising is a controversial and difficult process, and many schemes around the world opt for a self-regulatory approach to curb unacceptable advertising. However, when schemes are established or reformulated, most countries learn from other, more established, regimes. Whilst Australia and South Africa commenced the advertising self-regulation (ASR) process at similar times and based their systems on the UK model, two attempts have been made in Australia over the past three decades to produce more acceptable ads, whilst South Africa's system has endured in its original form. This paper reviews the ASR systems in these three countries, using a macro framework for analysis which contextualises advertising in society. The systems have the fundamental process of handling complaints about advertising in common, however there are advantages and disadvantages of each and these are discussed with a view to providing some guidance for Australia's fledgling, reformulated, system. Important insights for the development of regulation of advertising are presented.

Details

Title: Towards effective advertising regulation: A comparison of UK, Australian and South African schemes
Authors: Debra Harker (Author) - University of the Sunshine Coast - Faculty of Business
S Cassim (Author) - University of Natal, Republic of South Africa
Publication details: South African Journal of Business Management, Vol.33(4), pp.1-12
Publisher: South African Bureau for Scientific Publications
Date published: 2002
DOI: 10.4102/sajbm.v33i4.706
ISSN: 2078-5585
Organisation Unit: University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99448850502621
Output Type: Journal article

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