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Boddewyn's book provides a rare insight into how advertising self-regulatory bodies really work--with or without outsiders. Many other studies have lauded self-regulation or dismissed it preemptorily, but this book focuses on its logic, limits, and ultimate contributions to the societal control of advertising. It shows how outsiders--where available and willing to participate--contribute to its functioning while the advertising industry remains in control of the standards applied by self-regulatory bodies. Practitioners, consumerists, and policy-makers should greatly benefit from reading this multinational comparison of a dozen countries with very different economic and legal environments.
Sylvan M. Barnet, Jr., Chairman, Advisory Council, International Advertising Association

It is generally recognized that the development and application of voluntary industry standards is a necessary complement to governmental regulation of advertising. With the expansion of advertising opportunities, however, the tasks of self-regulation have grown, along with doubts as to the industry's ability--or willingness--to enforce appropriate ethical guidelines. In attempt to resolve this situation, self-regulatory bodies increasingly invite the participation of non-industry members, especially where consumer protection is at issue. The first broadly based, comparative study of advertising self-regulation, this book explores the global implications of recent trends through detailed analyses of self-regulation in Europe, Asia, and the Western Hemisphere.

Tabla de contenidos provista por Syndetics

• General Analysis Advertising
• Self-Regulation: Concept, Rationale, Forms and Evolution Outside Participation in Advertising
• Self-Regulation: A General Analysis Country Analysis Belgium: Jury d'Ethique
• Publicitaire Brazil: Conselho Nacional de Auto-Regulamentacao
• Publicitaria (CONAR) Canada: The Canadian Advertising
• Foundation's Standards
• Division and Conseil National de la Publicite
• Federal Republic of Germany: The Deutsche Werberat
• France: Bureau de Verification de la Publicite
• Italy: Istituto dell'Autodisciplina Pubblicitaria
• Japan: Japan Advertising Review Organization (JARO)
• The Netherlands: Reclame Code Commissie
• The Philippines: Philippine Board of Advertising
• Sweden: The Consumer-Ombudsman System and Advertising Self-Regulation
• The United Kingdom: Advertising Standards Authority
• The United States: The NAD/NARB System Comparative
• Analyses Data from a Sixteen-Country Survey Advertising
• Self-Regulation and Outside Participation: Comparative
• Conclusions
• Index

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CHOICE Review

A well-known and published name in international business and marketing, Boddewyn examines how different countries undertake the self-regulation of advertising. The book is organized in three parts. Part 1 contains two chapters devoted to a general discussion of the concepts of self-regulation and outside (nonadvertising industry) participation. In Part 2, the major body of the book, 12 chapters describe in detail how different countries deal with the issue of self-regulation. Each chapter examines the self-regulatory system of a different country: Belgium, Brazil, Canada, Federal Republic of Germany, France, Italy, Japan, the Netherlands, the Philippines, Sweden, the UK, and the US. Part 3 consists of two chapters. The first chapter of six pages describes an independently conducted survey. The second chapter provides the author's comparative conclusions as well as recommendations and lessons to be learned from the experiences of other countries; given the richness of information provided in the book, this chapter could have been developed into another volume. The book is well written but not easy to read. An excellent reference for those interested in advertising and its regulation, i.e., members of the industry, policymakers, or researchers. Appropriate for upper-division undergraduates, graduate students, and faculty. -O. Atac, University of Massachusetts at Boston

Notas de autor provistas por Syndetics

J.J. BODDEWYN is Professor of Marketing and International Business as well as Coordinator of the International Business Program at the Baruch College of the City University of New York.