Good for the Goose — Good for the Gander?

Abstract

Complaints and judgements about smoking and anti-smoking advertisements under advertising self regulation.

The advertising self-regulatory system in Australia has recently dealt with two complaints concerning cigarette smoking. Two advertisements from a large-scale smoking control program were the subject of a complaint from the tobacco industry, resulting in one being effectively banned. Complaints were also sent to the same self-regulatory body by a consumer group about three cigarette advertisements. These were not upheld. Details of the complaints and their outcomes are given, with the critical conclusion being drawn that considerably greater latitude in what was judged to be acceptable was afforded the cigarette advertisers than was the smoking control program: Inherent limits on the impartiality of self-regulatory systems are discussed.