กลไกการกำกับดูแลตนเองของวิชาชีพโฆษณาในประเทศไทย จากอดีต สู่ปัจจุบัน (พ.ศ. 2558)

Abstract

The mechanism of advertising self-regulation in Thailand has been developed and implemented for almost 20 years by the Advertising Association of Thailand (AAT). In 1992, the advertising censorship by the government agency, the National Broadcasting Executive Board NBEB) was abolished. Therefore, the AAT organized the “The Television Advertising Screening Committee”, which consists of representatives from the channels 3, 5, 7 and 9 and AAT members to considering the appropriateness of advertising that will be aired on television. This collaboration, which can be considered the beginning of the AAT’s path to self-regulation of television advertising, is still in practice today.

The advertising self-regulation started to be more systematic after the announcement of Thai Constitution of 1997, which promotes more freedom so that the media can implement self-regulations based on their own code of professional ethics. In light of these developments the AAT created a study to develop the code of ethics and a corresponding mechanism of self-regulation in the advertising profession in 2003 and 2006 respectively. In 2009 the “Ethics Committee in the Advertising Profession” was established comprising of representatives from the AAT, representatives from consumer protection agencies, representatives from the media, representatives from advertising academics, and representatives from the Marketing Association of Thailand. The duty of this Ethics Committee is to consider the complaints and issue regulations to the present day. The committee is in the process of developing measures for self-regulation that encompasses advertising in the Digital Television.