Self-regulation is a sistem that through which the advertising industry undertakes the responsibility of self-control. This system coveres all three dimensions of the industry: the Marketers, who invest in advertising; the Agencies, responsible for advertising’s form and content; the Media, transporting advertising to the audience. The three parties collaborate directly, establish standards of activity and put in place a mechanism that ensures removal or correction of those advertising communications that do not meet these standards.
 
The standards are organized into a code, such as the Code of Advertising Practice of RAC and the industry voluntarily agrees to comply. The provisions are implemented by a special body created for this, a body funded by the industry itself.
 
On the basis of self-regulation in any of the countries that have such a system, are honesty, decency, fairness and legality.
 
The role of self-regulation is recognized through several initiatives of the European Union: Audiovisual Media Services Directive, DG Sanco Advertising Roundtable Report etc
 
Self-regulation does not replace the legislation. It is well known that self-regulations works best within a certain legal framework. Whether the legislation is more restrictive and more detailed, or that it establishes only  general principles and a last door for the cases where other methods have failed.
 
Usually, a self-regulation organism (SRO) is composed of three structures:

1. Structure for writing the Code - representing the three dimensions of the advertising industry, responsible for writing and reviewing the Code;
2. Structure to apply the Code, said most of the time Jury or Committee - usually composed of persons independent from the advertising industry, which are responsible for interpreting the Code in concrete situations triggered by intimations, and for establishing reparation measures;
3. The permanent secretariat - personnel responsible for the daily activities necessary for the good of the SRO.