Critically Examining Theory and Practice: Implications for Coregulation and Coregulating Broadcast Advertising in the United Kingdom

This research critically examines the debate and issues surrounding theory and practice concerning regulation and advertising self-regulation with the aim of understanding more fully the implications for the future of coregulation, as well as for coregulating broadcast advertising. Regulatory reform in the United Kingdom, including the creation of the Office of Communications (Ofcom) as a unified regulator for the communications industry, has led to contracting out the regulation of broadcast advertising to an industry coregulator. As a result of a critical examination of theory and practice, important theoretical and managerial implications are made regarding effective interfacing with public and consumer bodies as well as approaches to issues of media convergence. Such analyses and implications are important for understanding better the potential for effectiveness and viability of coregulation as well as for evaluating the likelihood of returning to statutory regulation.

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