Ad Standards are designed to complement legislation and are well suited to cover issues like harm and offence that can be hard to legislate.

Ad standards do not replace the law – we like to say that they work best in a more general legal framework and that ad self-regulation is there to deal with the detail.

The relationship between legislation and self-regulation


The diagram above illustrates the relationship between the general legal framework, the national code, sectoral commitments, and finally, company Corporate Social Responsibility.