Self-regulation is when the Industry is regulating itself. RO is a self-regulatory organisation making it possible for consumers, companies and organisations to complain about advertising that might be in breach of the Advertising and Marketing Communication Practice (Consolidated ICC Code).
Through self-regulation, ethics in advertising is raised, aiming to increase trust in advertising among consumers. Another benefit with self-regulation is it works faster than legislation and adapts easier to a constantly changing market.
However, self-regulation cannot replace legislation, it is only a supplement. In some areas, self-regulation is more appropriate, and other areas require legislation.