Advertising agency empowerment and the advertising self regulation process

Abstract

This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. The research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a man by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates and opportunity for engagement however feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered. Decision making about controversial appears to be bounded more by client responses and product category that is does new media engagement and feedback from the general public or personal ethics.