- Advertising regulation
Advertising regulation refers to the
laws and s 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 advertisingand health-related ads are regulated the most. Many communities have their own rules, particularly for outdoor advertising. Swedenand Norwayprohibits 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 Kingdomadvertising of tobacco on television, billboards or at sporting events is banned. It is also prohibited to advertise cars on the basis of how fast they can move and the relationship which the event has with the sport seen as a healthy pursuit, unlike smoking. Similarly alcohol advertisers in the United Kingdomare 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 Europeas 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.
Two of the most highly regulated forms of advertising are
tobacco advertisingand alcohol advertising.
United Kingdom, advertising content regulation is governed by the Advertising Standards Authoritywhereas 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 the United States, the Federal Trade Commissionis the highest authority on the subject. States and more local political divisions can have their own laws on the subject.
Advertising to children
* [http://www.business.gov/guides/advertising/ Guide to Advertising Law and Marketing Regulations] at Business.gov
* [http://www.mediaknowall.com/Advertising/adstandards.html The Regulation of Advertising] at MediaKnowAll.com
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