Sleeping Beauty : global advertising self regulation awakens

Kerr, Gayle, Avery, Jim, & Zabkar, Vesna (2010) Sleeping Beauty : global advertising self regulation awakens. In American Academy of Advertising Conference, June 4-6, 2010, Milan, Italy. (Unpublished)


The system of self regulation of advertising in mass-media was a dream scenario. If stakeholders complained and the advertisement was deemed offensive by an expert panel, it was an easy matter to withdraw the advertisement from mass media and from public attention. This was done locally, according to the cultural values and aesthetics of the population and the mandate of the self regulation board. To advertising regulators, the internet became their worst nightmare. The system of self regulation was no longer closed, and could be circumvented by placing the offending advertisements online. The system of self regulation was also no longer local, but global. All internet users had access to the same advertisements, regardless of cultural considerations. The awakening of global advertising self regulation is something that demands discussion. It is of value to all conference goers of AAA 2010 Europe, as it affects all advertising academics and all stakeholders in the advertising process. As the leading advertising body seeking to bring global advertising issues to a new venue in Europe, the AAA 2010 European Conference seems ripe for a special session on advertising self regulation. This is especially true as the panel contributes a European, US and Asia-Pacific viewpoint.

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ID Code: 60010
Item Type: Conference Paper
Refereed: No
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 please consult the author
Deposited On: 16 May 2013 04:21
Last Modified: 16 May 2013 04:25

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