Although the reviewed studies vary in terms of analytic units and methods applied, they generally stress an ineffectiveness of existing self-regulation schemes. Food industry self-regulation in relation to obesity prevention is an emerging field of research, and further research is needed in such schemes' definitions of regulatory standards, their monitoring and sanctioning mechanisms, and their interactions with public regulation, if industry self-regulation of marketing behaviour is to become an effective and credible approach.

Governance at international and global levels is not only provided through states and markets but also through a variety of private organizations. The business world is well represented through this kind of organization and contributes to global governance through self-regulation across a number of industries. This article examines these efforts in the encompassing organization of global commerce, in the pharmaceutical industry and among dye stuffs producers. Smaller organizations are generally better suited to monitor compliance and impose sanctions on members violating the codes and norms behind self-regulation. Even small organizations, however, are confronted with problems and there is also evidence of large and very complex organizations having established effective mechanisms as alternatives to public regulation. These experiences can be built into theories on selfregulation as a form of global governance.

While there are many studies of self-regulation, they have not yet systematically analyzed the very process by which rules are developed and implemented. This article treats self-regulation as a process with sufficient autonomy and functional coherence to display identifiable stages, each of which deserves independent attention in turn. It draws from the literature on the stages of public policy processes and uses this as a template to identify and analyze the unique properties of private rule-making, while acknowledging the criticisms that have been made of excessive determinism and simplicity in some applications of the general idea of stages. The article shows that our understanding of self-regulation is significantly advanced by examining it as a process with stages but it emphasizes that the different stages of the self-regulatory policy process (agenda-setting, problem identification, decision, implementation and evaluation) are crisscrossed in numerous and interesting ways. It also shows that private rule-making often seeks to solve societal problems in domestic and international settings and is an important alternative to public regulation but self-regulation is rarely completely de-coupled from public authority. Instead, public authority is activated to solidify self-regulatory arrangements across the different stages of the policy process.

In order for voluntary self-regulation schemes such as the EU Pledge to be a credible alternative to public regulation of marketing behaviour, more transparency and stringency are needed.

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