British control of television advertising

Abstract

We read and hear a good deal these days about the proper role of federal agencies, Congress, and broadcasters themselves in properly controlling quantity and quality of television advertising in the U.S. There seems to be a fair amount of criticism expressed and implied by government officials, the general public, broadcasters, agencies and advertisers on the whole question of advertising regulation—suggesting most of these people are dissatisfied to some degree much of the time. An interesting comparative situation is found in Britain where the Independent Broadcasting Authority has followed a unique approach to these problems for a number of years—and apparently pleases most participants and the TV audience. In the following discussion, Mrs. Marting describes the IBA approach and deals with its possible applicability here. The author is completing the Ph.D. at Ohio State University after earlier earning a journalism MA at Alabama, and spending a number of years in public relations and advertising.