Complaining about rivals: indifference, cooperation and competition in the governance of advertising

Cluley, Robert (2018) Complaining about rivals: indifference, cooperation and competition in the governance of advertising. Regulation and Governance . ISSN 1748-5983

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Abstract

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.

Item Type: Article
RIS ID: https://nottingham-repository.worktribe.com/output/944748
Additional Information: This is the peer reviewed version of the article, which has been published in final form at https://onlinelibrary.wiley.com/doi/abs/10.1111/rego.12211. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Keywords: Advertising; rivals; competitor; self-regulation
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number: https://doi.org/10.1111/rego.12211
Depositing User: Eprints, Support
Date Deposited: 03 Jul 2018 08:48
Last Modified: 04 May 2020 19:44
URI: http://eprints.nottingham.ac.uk/id/eprint/52728

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