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Advertising is important for all entities on the market, it is a way both producer and seller may present themselves, however, its primary meaning consists first of all in the ability to inform - the customer as well as wide surrounding. Advertising must be inspiring, legal, unobtrusive, and true. Should not it be like that and the advertising would be misleading, fraudulent or unethical, with unrestricted expression, the confidence of the consumer would drop down proportionally and the promotion as such would prove ineffective.
Ethical self-control of advertising means refraining from intervention by the state or governmental authorities in advertising and its control by the advertising industry itself.  Self-control is a flexible fast assimilating tool respecting the development and changes on the advertising market. Self-control shall not substitute legal regulation – legislation but supplements it by ethical rules which the advertising industry undertook to observe voluntarily. In fact, it provides the proved flexible system of how to deal with complaints of consumers much faster than in any legal manner – and with zero costs for consumers.
In order to increase the trust of customers in advertising, the companies representing advertising industry have the possibility to react and take their responsibility actively. Via preliminary appraisals of an advertising (attest), the advertisers may find out at self-control authority in advance whether their advertising is going to cause problems or not. The role of media is definitely not insignificant. They may voluntarily stop advertising which they consider unsuitable or they may withdraw the advertising breaching the rules if they are requested to do so by the national self-control authority.
Last but not least, the cooperation with the consumers themselves is inevitable. They are entitled to raise complaints which the Board is obliged to deal with also via this website thus contributing to the optimization of the advertising space in the Slovak Republic.