Advertising regulation refers to the laws and rules defining the ways in which

products can be advertised in a particular region. Rules can define a wide number
of different aspects, such as placement, timing, and content. In the United States,
false advertising and health-related ads are regulated the most. Many communities
have their own rules, particularly for outdoor advertising. Sweden and Norway
prohibit domestic advertising that targets children. Some European countries don’t
allow sponsorship of children’s programs, no advertisement can be aimed at
children under the age of twelve, and there can be no advertisements five minutes
before or after a children’s program is aired. In the United Kingdom advertising of
tobacco on television, billboards or at sporting events is banned. It is also
prohibited to advertise cars on the basis of how fast they can move and the
relationship which the event has with the sport seen as a healthy pursuit, unlike
smoking. Similarly alcohol advertisers in the United Kingdom are not allowed to
discuss in a campaign the relative benefits of drinking, in most instances therefore
choosing to focus around the brand image and associative benefits instead of those
aligned with consumption. There are many regulations throughout the rest of
Europe as well. In many non-Western countries, a wide-variety of linguistic (Bhatia
2000, pp. 217-218) and non-linguistic strategies (e.g. religion; Bhatia 2000, pp 280-
282) are used to mock and undermine regulations.

Two of the most highly regulated forms of advertising are tobacco advertising and
alcohol advertising.

[edit] Regulatory authorities

In the United Kingdom, advertising content regulation is governed by the
Advertising Standards Authority whereas in the UK most forms of outdoor
advertising such as the display of billboards is regulated by the UK Town and
County Planning system. Currently the display of an advertisement without consent
from the Planning Authority is a criminal offence liable to a fine of £2500 per
offence. All of the major outdoor billboard companies in the UK have convictions of
this nature. In the United States, the Federal Trade Commission is the highest
authority on the subject. States and more local political divisions can have their
own laws on the subject.