The Role of Codes of Conduct in the Advertising Self-Regulatory Framework

Advertising is the most visible element of modern marketing communication and an essential component of trading. However, when advertising does offend, mislead, or is untruthful, countries often opt for a self-regulatory approach to deal with such advertising. This article focuses on the role of codes of conduct in improving the effectiveness of advertising self-regulatory frameworks. The key findings of an Australian study, where its scheme has recently failed, are presented and discussed in this context.