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Journal cover: International Marketing Review

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Achieving acceptable advertising: An analysis of advertising regulation in five countries


Document Information:
Title:Achieving acceptable advertising: An analysis of advertising regulation in five countries
Author(s):Debra Harker, (Sunshine Coast University, Queensland, Australia)
Citation:Debra Harker, (1998) "Achieving acceptable advertising: An analysis of advertising regulation in five countries", International Marketing Review, Vol. 15 Iss: 2, pp.101 - 118
Keywords:Advertising, Advertising control, International marketing
Article type:General review
DOI:10.1108/02651339810212476 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Advertising is the most visible element of modern marketing, however it is often accused by its critics of being intrusive and pervasive, and neither of these accusations can be refuted by a worldwide industry which spends billions of dollars each year reaching and persuading its target markets through daily bombardment of hundreds, if not thousands, of advertisements in most developed countries. In this article a conceptual framework of “acceptable advertising” is presented, discussed, and used to analyse the regulation of advertising in five countries around the world. The exercise succeeds in enhancing our understanding about how to improve the acceptability of advertising in contemporary societies.



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