ABSTRACT
This chapter examines how regulation in television advertising operated in practice during the deregulation/re-regulation and liberalisation era. It analyses in details the dynamics of regulatory activity in television advertising in terms of control and resistance between all the main interested parties in the deregulation/re-regulation and liberalisation era. The extent to which the dynamic of control and resistance propels the regulatory process forward and channels its direction is evident not only from the series of issues raised and debated, and decisions made and implemented, but by the language the participants in the process use. To understand how regulator and other interested parties were involved in regulating television advertising in twentieth century, the chapter introduces a dynamic regulatory model for regulating British broadcasting which is called the three broadcasting regulation paradigms–unitary, semidetached and detached. It shows how all the organisations relate to one another in the actual practice of advertising regulation in the deregulation/re-regulation and liberalisation era.
