Ad Standards are best defined, implemented and enforced at national level, making them as relevant as possible and ensuring that they reflect the local environment. 

Ad standards are at their most effective when all parts of the ad ecosystem are involved, so that's: 

• The advertisers – or the people pay for the advertising
• The agencies – the people that make the advertising
• And the media – the people that run the advertising

This makes sure that their is a shared commitment to making sure advertising is responsible. The advertising industry, composed of advertisers, agencies and the media, agree on a code in consultation with stakeholders, and set up an independent self-regulatory body which then administers the code and keeps the elements of the self-regulatory system in place.

To learn more about the benefits of self-regulation, the codes and the regulatory framework, please visit the dedicated sections of our website.