This paper argues for regulation of advertising. It focuses on deceptive, unfair, and misleading advertisements. It rejects the argument that self-regulation or social regulation is sufficient. The paper points out that in fields of health related products and advertising to children there is need for strong government regulation. The laws and regulations that stipulate the ways in which products can be advertised in a country are referred to as Advertising regulation. These regulations are in place to prevent false advertising and health related advertisements. Advertising regulation is essential for the free functioning of the markets. It is necessary to regulate advertising to ensure that there is a free flow of goods and services that offered for sale. Advertising that provides useful information to consumers on one side and on the other side enables firms to promote their products. However, if advertising is used for deception of consumers, dishonest information, or misleading consumers, there can be failures in the market. There can be breakdown of markets or mistrust of companies that are marketing their goods. To remove such anomalies from the market it is necessary to have Advertising regulation (Surhone.L, Tennoe.M, & Henssonow.S, 2010).
When advertising distorts the market by giving deceptive information, these induce consumers to buy goods that they would not have purchased had they not been misled by the advertising. At this stage the government needs to step in with Advertising regulation and restore honesty in the market. The intervention by the government includes forming laws and regulation, enforcing those laws, and examining individual cases. The government also needs to set standards for certain types of advertising so that consumers are not misled. For instance, if a loan is being advertised then the government standards will require the advertiser to give...
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