Funding advertising self-regulation in South Africa : an industry - ethical imperative or a “grudge - purchase” calculation?

Abstract

The study explored the general level of awareness of the Advertising Standards Authority of South Africa (the ASASA) as a personification of advertising ethics within the South African Landscape. It questioned whether the Advertising Communications Industry viewed the sustainable funding of the ASASA as a cost-constraint, or as an inherently ethical Corporate Social Responsibility / Corporate Philanthropy imperative.

The descriptive design allowed for electronic surveys to be circulated via two essential Advertising Industry Representative Organisations (the ACA and MASA) to extract data from advertising agencies and marketers across South Africa.

Results suggest that respondents are acutely aware of the existence and purpose of the ASASA as a vessel for ensuring ethical advertising, but that the predominant motivator seems to be the avoidance of additional government intervention, and not an ethical imperative or Corporate Social Responsibility / ethical function. The data further suggest that entities who offer financial support prefer sporadic, ad hoc funding, rather than committing to sustained financial assistance. Larger companies with higher annual turnover appear more likely to provide funding than smaller entities.

A low response rate prevented any attempt at statistical analysis to allow for correlational findings. Recommendations to address such concerns in future research are provided.