Self-regulation and television advertising

Herbert J. Rotfeld, Avery M. Abernethy, Patrick R. Parsons

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


Media owners and managers possess great power to select (and reject) advertising submissions. Regardless of the directives (or absence) of any self-regulation code, no television station must accept any commercial advertising it does not wish to carry. This study requested descriptions of the standards, guidelines and day-to-day concerns from U.S. commercial broadcast stations, asking the policies, procedures and nature of standards for deciding which commercials are acceptable for broadcast.

Original languageEnglish (US)
Pages (from-to)18-26
Number of pages9
JournalJournal of Advertising
Issue number4
StatePublished - Dec 1 1990

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Communication
  • Marketing


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