The Advertising Standards Council (ASC) is an advertising ethical self-regulation body. The main aim of ASC is to secure and promote the dissemination of honest, appropriate, decent, legal and truthful advertising.
The ASC brings together organizations that are actively involved in the marketing communication process - advertiser associations, advertising agencies, media as well as businesses, utilising promotion through advertising. The members are committed to comply with the Code of Ethics - Ethical rules of advertising practice and to uphold reputation of advertising. The current wording of the Code, Articles of Association and Rules of the Arbitration Commission was adopted by the General Assembly on April 19, 2015.
In order to assess compliance of advertising with the Code of Ethics, the ASC has set up an independent external 12-member body, the Arbitration Commission (AC). Commission members are experts in the field of marketing communication, which the Council considers to be personalities with inner integrity, capable of delivering an independent and competent assessment of advertising. The Arbitration Commission reviews complaints from members of general public, individuals and legal entities, associations and public authorities pertaining to breaches of the Code of Ethics by the particular advertisement. After considering the complaint, the Commission adopts an arbitration finding. Upon request, the Arbitration Commission issues also the so-called compliance certificate of whether an advertisement under preparation complies with the Code. Issuance of the certificate is subject to a fee.
Since 1995, the ASC is a member of EASA - The European Advertising Standards Alliance, European Alliance of self-regulatory bodies in advertising, based in Brussels. EASA has developed a system of called cross-border complaints, where a complainant from one country can complain about advertising disseminated in a different country. EASA aim is to represent the interests of marketing communication in shaping European legislation.
Rada pre reklamu je partnerom projektu „Systémová změna v diskriminačním zobrazování žen a mužů v reklamě“, ktorý podporila Nadace Open Society Fund Praha z programu „Dejme (že)nám šanci“, ktorý je financovaný z Norských fondov.