Zeitschrift für Europäisches Unternehmens- und Verbraucherrecht

ISSN 2191-3412 (Print)
ISSN 2191-3420 (Online)

Abstract This paper looks at the effectiveness and usefulness of establishing a self-regulatory entity (SRE) in the advertising sector. In different countries one finds different forms of this type of institution. It may play a role in ensuring that misleading and aggressive advertisements are stopped and furthermore deal with questions of taste and decency of certain advertisements. Taking a broad view, an SRE can be classified as a law enforcement mechanism, the existence of which may be crucial to induce advertisers to law-abiding compliant behaviour. This paper will present a comparative legal analysis of various European SREs within a law and economics framework.