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Abstract
The UK and the USA have well-established systems of advertising self-regulation. This article examines selected similarities and differences of the ASA/CAP Committee System (UK) and the NAD/NARB system (USA), and recommends certain features of the British system for possible adoption by the NAD/NARB. This comparison should interest: (1) those involved directly in self-regulation or government regulation of advertising, (2) advertising and marketing managers and senior executives of multinational companies and their advertising agencies, (3) legislators and government officials, and (4) leaders of consumer groups. Comparative analysis can be a powerful tool with which to identify and crystalize issues, and to understand the nature of one's own system, as well as to suggest reasonable alternatives to improve it. Comparative analysis also invites future research in each national market to confirm, modify, or reject its conclusion.