Advertiser's role
The self regulation system is built on the cooperation and support of responsible advertisers, from the largest multi-national corporations to the small business sector.
Co-operation and support ensures that the current self regulation framework will continue to provide a robust, efficient and cost effective, levy-funded system, in maintaining high standards of advertising in Australia.
The Advertising Standards Bureau is not a Government agency and the 20 member Advertising Standards Board is not appointed by Government and its members are not advertising industry representatives nor consumer lobby group representatives.
As a self-regulated system suggests, the Government is not involved in making decisions about advertising complaints.
Advertiser support for the complaints process is critical to the success of advertising self regulation and the Advertising Standards Bureau. Should the advertising self regulation system fail, the alternative is almost certainly Government regulation. Government oversight will subject advertising to greater restrictions on content and around timeliness.