Marketing Communications

576 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS

18% because of gender issues ( Figure 16.3 ). On average, at a European level, the electronic

and information communications technology sector, the food and non-alcoholic beverages

sector and the leisure and entertainment sector were the most complained about products/

services sectors. Audio-visual media services were the most complained about medium.

Slightly more than one-third of the complaints were upheld ( Figure 16.4 ).^119

Although all codes and most national laws are based on the ICC code, regulations may

diff er greatly from one country to another, even within the EU. As a consequence, an ad or a

communications practice such as direct marketing or sales promotions may be acceptable in

one country, but may be prohibited elsewhere. Th erefore, it is advisable for a company to be

well briefed on local regulations.

Th e UK system of self-regulation has been called the most developed and eff ective self-

regulation system in the world. It results in about 12 000 cases a year being investigated. Of

these, about 1000 have to be withdrawn or modifi ed. In the USA, the combined actions of the

Federal Trade Commission, the National Advertising Division, the National Advertising

Review Board and the federal courts result in less than 300 adjudicated cases.

Figure 16.2 Evolution of complaints received by EASA members, 2005–10

Source : from Statistics Report 2010: European trends in advertising complaints, copy advice and pre-clearance , European

Advertising Standards Alliance (EASA) (2010).

Figure 16.3 Percentage of complaints received by EASA members in the ‘taste and decency’

category, 2010

Source : from Statistics Report 2010: European trends in advertising complaints, copy advice and pre-clearance , European

Advertising Standards Alliance (EASA) (2010).

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