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ADVERTISING AND PUBLIC RELATIONS THE MEDIA REGULATORY ASPECTS OF THE PRESS TELEVISION AND ADVERTISING INDUSTRY The role of the media goes much further than simply providing information about events and issues media also play a formative role in society they are largely responsible for forming the concepts belief systems and even the language which citizens use to make sense of and to interpret the world in which they live In other words media play a major role in forming our cultural identity Industry self-regulation in advertising and media Self-regulation is a principle founded on the liberal ideology of non-intervention by governments in private enterprises Self-regulation is invariably cast in a rhetoric of assurances that the industry will be socially responsible and dedicated to safeguarding public interests For many years the advertising industry had practiced and promoted voluntary self-regulation Most advertisers their agencies and the media recognise the importance of maintaining consumer trust and confidence therefore the rational for them to do so is not because it profits the industry that this be done but rather because this benefits the citizen through better administration systems accountability and outcome Advertisers also see self-regulation as a way to limit government interference which they believe results in more stringent and troublesome regulations However self-regulation is not simply the absence of regulation Firstly there is self-regulation where the operators and other interested parties in the media sector agree among themselves on certain behavioural rules The Broadcasting Services Act 1992 places the obligation of determining and developing appropriate industry and community sector codes upon the broadcasting industry The essential aim is often to obviate the need for government action Secondly there is self-regulation that fits in with a legal framework or has a basis laid down in law In this case public authorities generally lay down a set of objectives and some general behavioural rules to be achieved but leave it up to the
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