Abstract

The European Advertising Standards Alliance (EASA) is a Brussels-based non-profit organisation that promotes, develops and supports advertising self-regulatory systems while not being a Self-Regulatory Organisation (SRO) itself. Their legally non-binding Statement of Common Principles and Operating Standards of Best Practice contains 28 principles relevant to self-regulatory processes, for example, the consumer’s benefit, independence, transparency, accessibility, and effectiveness. Furthermore, self-regulation should always comply with the law, and sanctions must be effective.