EASA is the coordinating body for advertising self-regulatory organisations within Europe, and seeks to promote responsible advertising. It does this by providing guidance to its members on how to go about advertising self-regulation for the benefit of both businesses and consumers.
EASA also co-ordinates and administers a cross-border complaints system. This allows complainants that make a complaint in one country about an ad originating from another, to receive the same redress available in the country of origin.
As of 2016, EASA has a total of 54 members. This membership consists of 38 advertising standards bodies / self-regulatory organisations from throughout Europe and beyond (including the ASA), as well as 16 other organisations representing advertisers, agencies and the media.
EASA Blue BookPublished tri-annually, the Blue Book is a comprehensive guide to the self-regulatory and legislative rules governing advertising across Europe.
Written with both the practitioner and researcher in mind, the 6th edition was fully revised and updated for 2010 and contains:
- Detailed overviews of the advertising self-regulatory systems both in Europe and beyond, including the composition and activities of each self-regulatory organisation; statutory structures for advertising and national advertising codes
- Comprehensive comparative charts showing each SRO's functions and rules in place across the EU
- An in-depth analysis of the key issues facing the advertising industry today, including advertising to children, food and alcohol advertising and the new media challenge
- Up-to-date statistics on complaints regarding advertising content across Europe as well as cross-border complaints
- A checklist for agencies with practical advice on how to ensure that advertisements are compliant with the advertising codes
- A detailed analysis of all the EU legislation related to advertising and marketing communications
- The global SR rules contained in the global marketing communications code of the International Chamber of Commerce
- Advice about the kind of evidence needed to support advertising claims