Advertising is an important and visible component of marketing, competition, and consumer awareness. As many companies grow and expand to serve multinational audiences worldwide, there is a concomitant need to understand culture, customs and regulation in the world markets. This book is designed to fill this need for students and professionals by taking a thorough and critical view of the process in 21 countries, representing four continents of developed countries.

The 5th edition, fully revised and updated for 2007, provides a comprehensive overview of self-regulatory systems in Europe. An essential companion for planning pan-European advertising campaigns, the Blue Book is the only publication that brings together the self-regulatory and legislative rules governing advertising in Europe.

"Commonly known as the Blue Book, Advertising self-regulation in Europe is the definitive guide to the self-regulatory and legislative rules governing advertising in Europe and beyond today. Fully updated and expanded for 2005, the fourth edition of the Blue Book provides an excellent overview of self-regulation in the European context. Key features include:Detailed country analyses, outlining statutory and self-regulatory structures as well as an overview of the SRO's composition and main activities; Comprehensive tables offering a useful comparison of SRO functions and code rules; In-depth analysis of the key issues in advertising standards today, including advertising of food and alcoholic beverages, and advertising to children"--Publisher.