Responsibility for Regulating Online Advertising in Australia: An Exploratory Discussion

Authors: Harker D.; Harker M.

Source: Electronic Markets, Volume 12, Number 2, 1 March 2002 , pp. 135-144(10)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

Globally, billions of dollars are spent each year on advertising in traditional media and forecasts suggest that the relatively new medium of the Internet is set to account for 8% of world ad spend by 2004. However, when advertising offends, misleads, or is untruthful, a structure needs to be in place in order to provide protection to all parties. In most cases, a country's legal system is complemented by a self-regulatory scheme for advertising on traditional media. The popularity and use of the Internet by both consumers and businesses worldwide has provided new problems for Australian regulators and industry partners alike who are grappling with the vexing question of who should be responsible for controlling the activity on this new medium. This paper analyses the Australian situation in relation to the regulation of advertising on the Internet, applying a conceptual framework of acceptable advertising in traditional media that is presented, discussed and applied to the new medium. The timeliness of this work means that a significant contribution is made to assist regulators and industry partners as they address new problems from a new medium.

Keywords: ADVERTISING; REGULATION; ONLINE; INTERNET; INDUSTRY; REGULATORS

Language: English

Document Type: Research article

Publication date: 2002-03-01

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