ABSTRACT

Advertising is an important and visible component of marketing, competition, and consumer awareness. As many companies grow and expand to serve multinational audiences worldwide, there is a concomitant need to understand culture, customs and regulation in the world markets. Not only businesses but consumers and students as well need to understand the workings of advertising and its regulation in worldwide markets.

This book is designed to fill this need for students and professionals. The book takes a thorough and critical view of the process in 21 countries, representing four continents of developed countries.

An important feature of this handbook is the consistent, carefully plotted format of each chapter, facilitating easy access to key information. For each country, the chapters cover the following:

  • form of government
  • history of regulation along with current operating regulation systems
  • route/manner in which cases are brought forward to regulating bodies
  • advertising codes, if any, and how they work
  • amount of money spent on advertising by year
  • consumerism and its role in advertising
  • specific regulation of advertising to children, health advertising and tobacco advertising
  • sanctions and control of advertising found inadmissible
  • position of commercial speech in country--if any
Countries included are Argentina, Australia, Canada, Chile, China/Hong Kong, Colombia, Belgium, Brazil, Denmark, Finland, France, Japan, Korea, Mexico, Peru, Portugal, Spain, Sweden, the United States, and the United Kingdom.

Each chapter's contributing author is a known expert in advertising with a particular insight on that country's language, culture, and advertising industry.

part I|35 pages

North America

chapter 1|11 pages

Canada

chapter 2|8 pages

Mexico

chapter 3|14 pages

The United States

part II|50 pages

South America

chapter 4|10 pages

Argentina

chapter 5|10 pages

Brazil

chapter 6|10 pages

Chile

chapter 7|7 pages

Colombia

chapter 8|11 pages

Peru

part III|18 pages

The Nordic Countries

chapter 9|5 pages

Denmark

chapter 10|11 pages

Sweden

part IV|54 pages

Other European Countries

chapter 11|12 pages

France

chapter 12|10 pages

Portugal

chapter 13|12 pages

Spain

chapter 14|9 pages

The United Kingdom

chapter 15|9 pages

Germany

part V|57 pages

The Pacific Rim

chapter 16|15 pages

Australia

chapter 17|9 pages

The People's Republic of China

chapter 18|5 pages

Hong Kong, Taiwan, and Macau

chapter 19|12 pages

The Republic of Korea

chapter 20|14 pages

Japan

part VI|8 pages

Global Advertising Regulation

chapter 21|6 pages

Conclusion

Advertising Regulation Worldwide