Abstract
Examines how self‐regulation in advertising, within a framework of legislation, can help reverse the trends toward childhood obesity and excessive consumerism by protecting children from undesirable advertising practices. Outlines how this works in Europe: a code of advertising practice is created, based on the codes of the International Chamber of Commerce, and a self‐regulatory organisation (SRO) is formed to operate this, with the European Advertising Standards Alliance (EASA) providing a single voice for self‐regulation. Describes how SROs actually enforce the codes by giving advice, handling complaints, monitoring advertising in their markets, and referring serious cases of abuse to the appropriate legal authority. Assesses how well the system is working: the number of complaints being handled is small in proportion to the total number of advertisements, and those concerning food and children form a small portion of the total number of complaints, but there is room for improvement. Shows how the 2004 EASA Self‐Regulation Charter makes specific commitments to cover any gaps in existing coverage. Concludes with five ways that marketers can help effective self‐regulation: keep to the spirit of the codes, educate your staff, use SRO advice on copy and other aspects, review complaints and monitor results, and challenge incorrect claims.