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Autocontrol: A Critical Study of Achievements and Challenges in the Pursuit of Ethical Advertising Through an Advertising Self-Regulation System

Author

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  • Ramón A. Feenstra

    (Universitat Jaume I de Castellón (España))

  • Elsa González Esteban

    (Universitat Jaume I de Castellón (España))

Abstract

The theory and practice of advertising self-regulation have been evolving for decades in pursuit of basic standards for advertising quality. In Spain, this discipline was put into practice in 1995, the year the Association for the Self-Regulation of Commercial Communication (Autocontrol) was created. This article aims to examine in depth the functioning of the Spanish advertising self-regulation system, with special emphasis on the Advertising Jury, and explore to what extent some of the normative requirements of rigour, independence and participation can be considered to have been met. The paper is based on a case study in which interviews with Autocontrol members, Jury members and consumer associations have particular bearing. The results shed light on the achievements of Autocontrol’s self-regulation work and the challenges it still faces.

Suggested Citation

  • Ramón A. Feenstra & Elsa González Esteban, 2019. "Autocontrol: A Critical Study of Achievements and Challenges in the Pursuit of Ethical Advertising Through an Advertising Self-Regulation System," Journal of Business Ethics, Springer, vol. 154(2), pages 341-354, January.
    • Handle: RePEc:kap:jbuset:v:154:y:2019:i:2:d:10.1007_s10551-016-3423-0
    DOI: 10.1007/s10551-016-3423-0
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    References listed on IDEAS

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    1. Christopher Marsden, 2008. "Beyond Europe: The Internet, Regulation, and Multistakeholder Governance—Representing the Consumer Interest?," Journal of Consumer Policy, Springer, vol. 31(1), pages 115-132, March.
    2. Tony Prosser, 2008. "Self-regulation, Co-regulation and the Audio-Visual Media Services Directive," Journal of Consumer Policy, Springer, vol. 31(1), pages 99-113, March.
    3. M. Hyman, 2009. "Responsible Ads: A Workable Ideal," Journal of Business Ethics, Springer, vol. 87(2), pages 199-210, June.
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    Cited by:

    1. Kristina Auxtova & Mary Brennan & Stephen Dunne, 2021. "To Be or Not to Be Governed Like That? Harmful and/or Offensive Advertising Complaints in the United Kingdom’s (Self-) Regulatory Context," Journal of Business Ethics, Springer, vol. 172(3), pages 425-446, September.
    2. Muela-Molina, Clara & Perelló-Oliver, Salvador & García-Arranz, Ana, 2020. "Endorsers’ presence in regulation and endorsements in dietary supplements’ advertising on Spanish radio," Health Policy, Elsevier, vol. 124(8), pages 902-908.
    3. David López Jiménez & Eduardo Carlos Dittmar & Jenny Patricia Vargas Portillo, 2021. "Self-regulation of Sexist Digital Advertising: From Ethics to Law," Journal of Business Ethics, Springer, vol. 171(4), pages 709-718, July.
    4. Billore, Soniya & Anisimova, Tatiana & Vrontis, Demetris, 2023. "Self-regulation and goal-directed behavior: A systematic literature review, public policy recommendations, and research agenda," Journal of Business Research, Elsevier, vol. 156(C).
    5. Ziliang Deng & Peter W Liesch & Zeyu Wang, 2021. "Deceptive signaling on globalized digital platforms: Institutional hypnosis and firm internationalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(6), pages 1096-1120, August.

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