1. Advertising and Self-Regulation
Advertising Standard Authority (ASA) which produced British Code of Advertising Practice (BCPA) in 1960.
Independent Broadcasting Authority (IBA) Code of Advertising Standards and Practice (1981).
Independent Television Commission (ITC) (1991).

2. Advertising and Self-Regulation
Voluntary codes without legal status, with the exception of ITC code, which is enforceable by law.
ASA slogan: Are you legal, decent, honest, truthful? Advertisers have to be.
Advertisers no longer can say ‘Business is Business’.

3. Advertising and Self-Regulation
Advertising copy must be distinguished from editorial material.
Advertisers must not mislead the public about their identity.
Advertised products must be available and not advertise as a mean of testing potential demand.

4. Women and Advertising
Nature of Issue Ideological rather than Misleading.
Feminist Complaints about the role of Women:
Nudity and Semi-nudity.
Stereotype portrayal of women. (Housewife)
‘Attitudes or opinions about which society is divided’.

5. Goffman’s ‘ Gender Advertisements’.
Women are often depicted as less intelligent, less independent and more frivolous than men.
Issue of Sexual Equality: ‘Advertiser is to sell, not to reform society’( not to protect feminist ideology).

6. Women and Advertising
Impact of women advertising on Business is damaging.
Sex Discrimination Acts (1975 & 1986).
ASA recommendation ‘particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability’.

7. Strategy to monitor the eye-movements of experimental subjects while reading a news paper to determine the type of copy on which the human eye is more likely to rest.

8. Advertisers’ Deception
Thus, an advertiser cannot be held responsible for an audience having misinterpreted a message when the misinterpretation is unintended, unforeseen, or the result of carelessness on the part of the audience.

9. Advertisers’ Deception
The media carrying the message also has a responsibility to ensure the truth of what it carries to the audience. Both the author and the media must take into account the interpretive skills of the audience as well.

10. Advertisers’ Deception
To determine the ethical nature of an advertisement, the following points are relevant:
The intended and actual social effects of the advertisement.