Shaping the European Advertising Scene. Commercial free speech in search of legitimacy

Summary: Ever since American advertisers first banded together early this century to deflect criticism with a code of conduct based on 'truth' and fair competition, the industry has been seeking legitimacy by creating first national, then multinational and finally worldwide associations to defend its activities and influence the environment in which it operates. Now marketing standards have penetrated widely diverse fields of activity and the economy as a whole. The forces underlying the new, pervasive advertising are helping to transform an area of culture which is already transcending national boundaries.