The Impetus for (and Limited Power of) Business Self-Regulation: The Example of Advergames

Abstract

When people complain, government agencies often respond. When regulations are threatened, businesses often offer reassurances that the problems can be handled with a self‐regulation code. However, past analyses of the power of self‐regulation find that while companies' voluntary adherence to self‐defined guidelines may effect some change in the activities of some companies, the inherent limitations of self‐regulation in the United States may restrict its ability to actually halt or control the undesired practices of others. The recent response by major food manufacturers and marketers to criticism of online games is an example of this mix.

Reducing the volume, exposure and negative impacts of advertising for foods high in fat, sugar and salt to children: A systematic review of the evidence from statutory and self-regulatory actions and educational measures

“…Twenty-eight studies collected data or obtained commercial monitoring data on food advertising, and used this information to assess advertising content, usually over time, to determine the success of actions (Adams et al, 2012;AFGC, 2012;ASC, 2010;Batada and Wootan, 2009;Brindal et al, 2011;Effertz and Wilcke, 2012;EU Pledge, 2010, 2011, 2012FTC, 2012;Hebden et al, 2011;Kim et al, 2012;King et al, 2011;Kolish and Hernandez, 2012;Kunkel et al, 2009;Ofcom, 2008Ofcom, , 2010Potvin Kent et al, 2011b;Powell et al, 2010;Quilliam et al, 2011;Rudd Center, 2010a, 2010b, 2011, 2012a, 2012bSpeers et al, 2011;Taras and Gage, 1995). The aim of these studies was to determine whether advertising content had changed as new actions were implemented.…”

“…Actions included total bans on all advertising, bans on advertising of foods HFSS during specific hours, length of advertisements, and advertising of healthy food products, with the aim of reducing the volume of, and children's exposure to, advertising of foods HFSS, Body Mass Index, health costs, and improving diet. Twenty-five studies reported on the impact of self-regulation by industry (AFGC, 2012;ASC, 2010;Batada and Wootan, 2009;Brindal et al, 2011;Effertz and Wilcke, 2012;EU Pledge, 2010, 2011, 2012FTC, 2012;Hebden et al, 2011Kolish and Hernandez, 2012;Kunkel et al, 2009;Potvin Kent et al 2011a, 2011b, 2012Powell et al, 2010;Quilliam et al, 2011;Rudd Center, 2010a, 2010b, 2011, 2012a, 2012bSpeers et al, 2011). Actions included voluntary codes not to advertise foods HFSS during children's programming or directly to children under 12 years.…”

“…Eleven studies were from the US (Batada and Wootan, 2009;Kunkel et al, 2009;Powell et al, 2010;Quilliam et al, 2011;Rudd Center, 2010a, 2010b, 2011, 2012a, 2012bSpeers et al, 2011), three from Australia (Brindal et al 2011;Hebden et al, 2011;, three from Canada (Potvin Kent et al, 2011aKent et al, , 2011bKent et al, , 2012, and one from Germany.…”

“…Studies were funded by a range of organisations including national research funders (Adams et al, 2012;Potvin Kent et al, 2011b), health advocacy groups (Batada and Wootan, 2009;Kunkel et al, 2009), charities (Powell et al, 2010;Rudd Center, 2010a, 2010b, 2011, 2012a, 2012bSpeers et al, 2011), government departments and organisations (Brindal et al, 2011;FTC, 2012;King et al, 2011;Kim et al, 2012;Ofcom 2008Ofcom , 2010 and industry (AFGC, 2012;ASC, 2010;Kolish and Hernandez, 2012). A small number of studies did not declare funding (Effertz and Wilcke, 2012;Hebden et al, 2011;Quilliam et al, 2011;Taras and Gage, 1995).…”

“…Studies by academics/governments/advocacy groups representatives -Eighteen studies were carried out by these groups (Batada and Wootan, 2009;Brindal et al, 2011;Effertz and Wilcke, 2012;FTC, 2012;Hebden et al, 2011;King et al, 2011;Kunkel et al, 2009;Potvin Kent et al, 2011a, 2011b, 2012Powell et al, 2010;Quilliam et al, 2011;Rudd Center 2010a, 2010b, 2011, 2012a, 2012bSpeers et al, 2011). Eleven studies were from the US (Batada and Wootan, 2009;Kunkel et al, 2009;Powell et al, 2010;Quilliam et al, 2011;Rudd Center, 2010a, 2010b, 2011, 2012a, 2012bSpeers et al, 2011), three from Australia (Brindal et al 2011;Hebden et al, 2011;, three from Canada (Potvin Kent et al, 2011aKent et al, , 2011bKent et al, , 2012, and one from Germany.…”