POWER AND LIMITATIONS OF MEDIA CLEARANCE PRACTICES AND ADVERTISING SELF-REGULATION

被引：22
|
作者：
ROTFELD, HJ [1 ]
机构：
[1] AUBURN UNIV, FARM, AUBURN, AL 36849 USA
来源：
JOURNAL OF PUBLIC POLICY & MARKETING | 1992年 / 11卷 / 01期
关键词：
D O I：
10.1177/074391569201100110
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Self-regulation programs deter many advertising practices, but there are inherent limitations to its power in the United States. U.S. media vehicle managers' advertising acceptance policies may influence advertising content, but their decisions often are focused on priorities other than consumer protection. This article describes the power limitations of U.S. self-regulation and media advertising acceptance policies, showing how self-regulation alone is unable to fulfill the public policy goal of discouraging false advertising during government deregulation.
引用
收藏
页码：87 / 95
页数：9
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