Until the late 19th century, the controls on advertising in Britain and the US depended on complying with laws relating to defamation and on the ethical values of advertisers and media proprietors. During the 20th century, concerns about public safety from dangerous products or services, recognition of the need to safeguard people from misleading or untrue claims, and attempts to strike a balance in the interests of fair trading have led to movements for both self‐regulation, as well as some legal restrictions on marketing and advertising practices. Differences in British and American practices have arisen from the nature of the legal systems and the cultural mores of the respective societies.
Miracle, G.E. and Nevett, T. (1988), "A Comparative History of Advertising Self‐regulation in the UK and the USA", European Journal of Marketing, Vol. 22 No. 4, pp. 7-23. https://doi.org/10.1108/EUM0000000005278Download as .RIS
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