The self-regulation system is built on the cooperation and support of responsible advertisers, from the largest multi-national corporations to the small business sector.

Co-operation and support ensures that the current self-regulation framework will continue to provide a robust, efficient and cost effective, levy-funded system, in maintaining high standards of advertising in Australia.

The Advertising Standards Bureau is not a Government agency and the Advertising Standards Board is not appointed by Government and its members are not advertising industry representatives nor consumer lobby group representatives.

As a self-regulated system suggests, the Government is not involved in making decisions about advertising complaints.

Advertiser support for the complaints process is critical to the success of advertising self-regulation and the Advertising Standards Bureau. Should the advertising self-regulation system fail, the alternative is almost certainly Government regulation. Government oversight would subject advertising to greater restrictions on content and around timeliness.