Self-regulation and Television Advertising: A Replication and Extension

Although television stations have the right to reject almost any advertisement submitted for broadcast, exercising that power to protect consumers from potentially false or misleading claims can directly lower station revenues.

Self-regulation and Television Advertising: A Replication and Extension

Avery M. AbernethyAuburn University andJan LeBlanc WicksUniversity of Arkansas

There are both state and federal laws regulating the advertising of specific products (such as tobacco) and specific creative executions (such as false, misleading, or defamatory claims). However, self-regulation has been identified as the most efficient tool for curbing excesses and illegality in advertising (Zanot, 1985). Owners and managers of media vehicles have great power to determine the type of advertising they carry. They can review each advertising submission and determine if it is acceptable for their audience. If...

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