Disbanding an Effective System for Self Regulation of Advertising: Beyond the Media Council of Australia

This paper analyses the role of government, advertisers, advertising agents, and the industry complaints body in unravelling what was once an effective self regulatory system for advertisements. It outlines the connection between the system for the accreditation of advertising agents and the system of fuzzy Codes of Practice rules for the content of advertisements that regulated Australian advertising until the end of 1996. It shows how a revamped competition policy, government review, aggrieved advertisers and an entrenched Advertising Standards Council contributed to the demise of the Media Council system of self regulated advertising. The paper describes the new self regulatory system that has been put in place and analyses both the old Media Council Code of Practice rules and the rules of the new Advertiser Code of Ethics.