The US advertising industry's self‐regulation of comparative advertising

摘要: Purpose – Although there is considerable scholarly research on advertising self‐regulation in the USA, no at all unique problems that comparative created for those involved industry's self‐regulation. This study aims to address this gap literature with an historical analysis of efforts respond widespread adoption during twentieth century.Design/methodology/approach The study's primary and secondary sources consist nearly 640 articles collected from contemporary trade journals. focuses two questions: When did calls reform regulation appear, why they who advertisers believe should be responsible? Why industry observers regulated, what were consequences their initiatives?Findings paper finds ...