Theoretical and Practical Perspectives
Chapter Nine: Advertising Regulatory Considerations in the International Arena
C H A P T E R N I N E Advertising Regulatory Considerations in the International Arena Much as the media scene of a particular country changes rapidly, so, too, does the regulatory situation. In fact, the two are often related. As new media forms evolve, such as the Internet and mobile phone advertising, new regulations also develop regarding advertising messages that may appear in those media. Currently, advertising regulations differ signiﬁcantly among nations. A message considered perfectly acceptable in one market might well be deemed inappropriate in another. Product categories that can be advertised freely in one country may be banned altogether elsewhere. In this chapter we will highlight the various types of advertising regulations and regulatory agencies the international advertiser may encounter when promoting goods and services in foreign countries. We will also discuss the role of self-regulation in both national and international markets and the implications of advertising regulation for the international marketer. each of these points is relevant, regardless of whether the international marketer plans to undertake a standardized campaign or anticipates localizing promotional efforts for each country. Because it is beyond the scope of this text to provide a complete overview of the regula- tory environment of each and every market, examples will be provided instead to reinforce the variety of advertising regulations worldwide. iNFlUeNces oN NatioNal reGUlatioNs Much in the same way international marketers must familiarize themselves with the foreign market- ing environment, as discussed in Chapter 3, so, too, must they...
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