Consumer Perceptions of Advertising as Misleading
A mail survey was conducted of 314 residents of two California cities to measure consumer perception of the prevalence of misleading advertising. Information was obtained concerning the extent of misleading advertising in the various media, for 30 products and services and for three age groups. The findings indicate that over half of the sample viewed “most” or “all” mail and telephone advertising as misleading, and that 38 percent of the respondents regarded “most” or “all” television advertising as misleading. Newspaper advertising was considered the most credible. Findings indicate that “most” or “all” advertising for products and services was viewed as misleading by 30 percent of the respondents. Findings for actions taken concerning misleading advertising indicate that nearly half of the sample had registered a complaint to the store or person advertising and that 29 percent of the respondents had complained to a manufacturer. Also, findings for the age groups indicate that two out of three respondents regarded “most” or “all” advertising directed at children as seriously misleading. Advertising directed at senior citizens was viewed as seriously misleading by 45 percent of the sample, and advertising directed at young and middle-aged adults was viewed as only slightly less misleading.
1. MUELA-PERELLÓ
Based on the criteria and parameters considered decisive by the European Union for an effective self-regulation model in advertising, this work carries out a comparative analysis between the advertising self-regulation systems in the United Kingdom and Spain. Setting the British system as a benchmark due to its effectiveness, the main objective of the study is to identify the strengths and weaknesses of the Spanish system in terms of independence, effectiveness, funding How to cite this article: MUELA-MOLINA, C., & PERELLÓOLIVER, S., “Advertising self-regulation. A comparative analysis between the United Kingdom and Spain”, Communication & Society / Comunicación y Sociedad, Vol. 27, n. 3, 2014, pp. 1-18. Muela-Molina, C. & Perelló-Oliver, S. Advertising self-regulation. A comparative analysis ISSN 0214-0039 © 2014 Communication &Society / Comunicación y Sociedad, 27, 3 (2014) 1-18 2 and coverage. In line with the best practice model and in view of the results obtained, certain improvement tools are proposed within a framework of an independent and proactive body. RESUMEN: Según los criterios y parámetros que la Unión Europea considera determinantes para un modelo efectivo de autorregulación publicitaria, este trabajo realiza un análisis comparativo entre los sistemas de autorregulación publicitaria de Reino Unido y España. Teniendo en cuenta que el modelo británico es considerado una referencia internacional por su eficacia, este estudio tiene como principal objetivo identificar las fortalezas y debilidades del sistema español en términos de independencia, eficacia, financiación y cobertura. En consonancia con el modelo de buenas prácticas y a partir de los resultados, se proponen herramientas de mejora en el marco de un organismo independiente y proactivo.
The effect of continuous exposure to low frequency electric fields on three generations of mice: A pilot study
Mice were allowed to mate, gestate, deliver and rear their offspring for 3 successive generations while being continuously exposed to 60 Hz electric fields. Mice exposed to vertical electric fields exhibited decreased body weights at 35 days postpartum and increased mortality, rates for 3 successive generations. Mice exposed to horizontal electric fields exhibited decreased body weights for 2 successive generations.