Daniel O
Consultant on media, regulation, public affairs, policy, CSR and non-financial risk management.
What advertising regulation, if any, exists in the United States?
In many countries - including the UK, Ireland, New Zealand and South Africa - there is a specific regulator for display advertising. They principally exist as a form of consumer protection with the related secondary objective of maintaing the reputation, and therefore credibility, of advertising in general.
I'm curious to know what system exists in the US to protect consumers against false or offensive advertising. Are there federal or state regulations? Who enforces them and how? Or are consumers just left to look out for themselves?
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William D
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There are various levels of regulation in the US for differing types of media.
The Federal Trade Commission and the Federal Communications Commission for example. The FCC has the authority to regulate televison and radio advertisements.
State and local governments can regulate advertising such as signage, location and to a certain extent content.
Consumers can lodge complaints and concerns with any of these levels. They can also complain to the Better Business Bureau.
In the long run however, it is up to the consumer to exercise his/her best (educated) judgement.
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Kimmo L
Copywriter, Transcreator, Marketing Communicator
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A simple Google search with the keywords "united states advertising regulation" brings you this (see below).
Good hunting!
Links:
The best sources of information on the subject are government websites in particular the federal trade commission website. The commission was formed to oversee competition, consumer protection and to guide businesses on the different variables. www.ftc.gov
