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<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-111"><a href="https://icas.global/about/secretariat">Contact</a></li> </ul> </div> </nav> </div> </div> </header> <div class="container" id="page"> <div class="container-inner"> <div class="main"> <div class="main-inner group"> <main class="content" id="content"> <div class="page-title hu-pad group"> <h1>How does it work?</h1> </div> <div class="hu-pad group"> <article class="group post-21 page type-page status-publish hentry"> <div class="entry themeform"> <p>Like advertising itself, ad self-regulation is most effective when conducted at the <a href="https://icas.global/advertising-self-regulation/national-standards/">national level</a>. The characteristics of a given self-regulatory system will depend on local factors such as existing cultural traditions, the business environment and legal requirements.</p> <h5 class="wp-block-heading">Basic principles</h5> <p>Despite national differences, some basic elements are typically common to Advertising Self-Regulatory Systems worldwide, such as:</p> <ol><li>An independent and impartial <strong>self-regulatory body</strong> responsible for the implementation of the self-regulatory system and for ensuring that the system is – and is seen to be – impartial in the application and eventual review of the code;</li><li>A <strong>code of standards </strong>or set of guiding principles governing the content of advertisements;</li><li>A <strong>system for the adoption, review and application</strong> of the code or principles.</li></ol> <h5 class="wp-block-heading">The Self-Regulatory Organization (SRO)</h5> <p>An SRO is an<strong> independent body</strong> (i.e. independent of government and of specific interest groups) with decision-making powers. Funded by the advertising industry, it has a practical responsibility to enforce advertising standards. It is impartial and deals with consumer complaints on a cost-free basis. Its decision-making processes and adjudications are transparent.</p> <p>You can find out more about how Advertising Self-Regulation works in the <a rel="noreferrer noopener" aria-label="International Guide to Developing an SRO (opens in a new tab)" href="https://icas.global/wp-content/uploads/2017_12_12_ICAS_SRO_Guide.pdf" target="_blank">International Guide to Developing an SRO</a>.</p> <figure class="wp-block-embed-youtube aligncenter wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper"><div class="video-container"><iframe width="500" height="281" src="https://www.youtube.com/embed/WAz1OI81FZ8?feature=oembed&wmode=opaque" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></div></div></figure><div class='heateorSssClear'></div><div class='heateor_sss_sharing_container heateor_sss_horizontal_sharing' 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