Advertising Code Foundation

Also known as: SRC

The Advertising Code Foundation was established to promote responsible advertising by advertisers. Besides protecting confidence in the phenomenon of advertising, the foundation is a form of self-regulation by advertisers, advertising agencies and media.

Advertising Code Committee (RCC).

A well-known activity of the foundation is the Advertising Code Commission. This commission handles consumer complaints about advertising. A ruling by the Advertising Code Committee can result in an advertiser no longer being able to use an advertisement or having to modify it.

Dutch Advertising Code (NRC)

The rules with which advertising must comply are described in the Dutch Advertising Code. The code was drafted by advertisers, agencies and media alike. Among other things, it describes what advertising is, that advertising must be recognizable and may not be misleading, immoral or offensive. Special rules apply to various products and industries. These include alcohol, games of chance, automobiles and medicine. The Advertising Code also contains agreements on the Post Filter and rules on advertising aimed at children.

Compliance

Since the Advertising Code Foundation, the Advertising Code Committee and the Dutch Advertising Code are a form of self-regulation, non-compliance with the Advertising Code and rulings of the Advertising Code Committee cannot, in principle, be enforced directly. Because not only advertisers but also agencies and media are behind the RCC and the NRC, in practice it will be very difficult for an advertiser to disregard a ruling.

The foundation itself actively monitors compliance with RCC rulings. Besides the rulings, the website also contains an overview of advertisers who are registered as 'non-compliant'. If advertisers are non-compliant, a file can be transferred to the Authority Consumer & Market, for example.