Self-regulation brings benefits for both the industry and the consumer of advertising.
 
For the industry:

• self-regulation is a way of eliminating bad advertising, increasing consumer confidence in the products chosen and, implicitly, in the industry;
• self-regulation is a way for the advertising industry to ensure that a message launched is honest, decent, fair and legal;
• resolution of the complaints in the self-regulatory system means saving time and financial resources needed in case of legal actions;
• self-regulation provides a regulatory framework more flexible and better adapted to market requirements, taking into account that is established right by the industry;
• self-regulation offers companies authority in relation with the State.

 
For the consumers:

• self-regulation is a much easier and more accessible way of complaining about a a commercial communication, rather than an action in court;
• through self-regulation, the consumer is assured of all the industry’s consideration for the development of honest, decent, fair and legal advertising;
• self-regulation is a faster alternative in eliminating a wrong commercial communication;
• appealing to self-regulation to solve the complaint, the consumer is not subject to any costs.