Achieving acceptable advertising

Abstract

Advertising is the most visible element of modern marketing, however it is often accused by its critics of being intrusive and pervasive, and neither of these accusations can be refuted by a worldwide industry which spends billions of dollars each year reaching and persuading its target markets through daily bombardment of hundreds, if not thousands, of advertisements in most developed countries. In this article a conceptual framework of “acceptable advertising” is presented, discussed, and used to analyse the regulation of advertising in five countries around the world. The exercise succeeds in enhancing our understanding about how to improve the acceptability of advertising in contemporary societies.