Complaining about rivals: indifference, cooperation and competition in the governance of advertising
What should rivals do when they see competitors breaking agreed rules within systems of self-regulation? This study investigates compliant behaviour among UK advertisers to answer this question empirically. It analyses five years of complaints (N=146,062) and adjudications (N=4,832) published by the...
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| Format: | Article |
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Wiley
2018
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| Online Access: | https://eprints.nottingham.ac.uk/52728/ |
| _version_ | 1848798794417700864 |
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| author | Cluley, Robert |
| author_facet | Cluley, Robert |
| author_sort | Cluley, Robert |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | What should rivals do when they see competitors breaking agreed rules within systems of self-regulation? This study investigates compliant behaviour among UK advertisers to answer this question empirically. It analyses five years of complaints (N=146,062) and adjudications (N=4,832) published by the self-regulatory body for the UK advertising industry. The majority of firms adopt a strategy of indifference and rarely regulate their rivals. Highly engage firms either adopt an angelic strategy as they use their resources to complain about their rivals; a deviant strategy as they are subject to a large number of complaints; or a predatory strategy as they attack their rivals through advertising regulation. This illustrates a unique form of regulatory capture in which a regulatory system becomes an arena of competition for some actors while continuing as a governance mechanism for others. |
| first_indexed | 2025-11-14T20:25:26Z |
| format | Article |
| id | nottingham-52728 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:25:26Z |
| publishDate | 2018 |
| publisher | Wiley |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-527282020-05-04T19:44:46Z https://eprints.nottingham.ac.uk/52728/ Complaining about rivals: indifference, cooperation and competition in the governance of advertising Cluley, Robert What should rivals do when they see competitors breaking agreed rules within systems of self-regulation? This study investigates compliant behaviour among UK advertisers to answer this question empirically. It analyses five years of complaints (N=146,062) and adjudications (N=4,832) published by the self-regulatory body for the UK advertising industry. The majority of firms adopt a strategy of indifference and rarely regulate their rivals. Highly engage firms either adopt an angelic strategy as they use their resources to complain about their rivals; a deviant strategy as they are subject to a large number of complaints; or a predatory strategy as they attack their rivals through advertising regulation. This illustrates a unique form of regulatory capture in which a regulatory system becomes an arena of competition for some actors while continuing as a governance mechanism for others. Wiley 2018-08-28 Article PeerReviewed Cluley, Robert (2018) Complaining about rivals: indifference, cooperation and competition in the governance of advertising. Regulation and Governance . ISSN 1748-5983 Advertising; rivals; competitor; self-regulation https://onlinelibrary.wiley.com/doi/abs/10.1111/rego.12211 doi:10.1111/rego.12211 doi:10.1111/rego.12211 |
| spellingShingle | Advertising; rivals; competitor; self-regulation Cluley, Robert Complaining about rivals: indifference, cooperation and competition in the governance of advertising |
| title | Complaining about rivals: indifference, cooperation and competition in the governance of advertising |
| title_full | Complaining about rivals: indifference, cooperation and competition in the governance of advertising |
| title_fullStr | Complaining about rivals: indifference, cooperation and competition in the governance of advertising |
| title_full_unstemmed | Complaining about rivals: indifference, cooperation and competition in the governance of advertising |
| title_short | Complaining about rivals: indifference, cooperation and competition in the governance of advertising |
| title_sort | complaining about rivals: indifference, cooperation and competition in the governance of advertising |
| topic | Advertising; rivals; competitor; self-regulation |
| url | https://eprints.nottingham.ac.uk/52728/ https://eprints.nottingham.ac.uk/52728/ https://eprints.nottingham.ac.uk/52728/ |