Advertising in Germany

Aug 28th '20

The German Advertising Federation (ZAW) aims to achieve politically balanced and optimal economic conditions for the advertising industry – in the interests of growth, innovation and employment in Germany.


AW organises and promotes advertising industry self-regulation – both in Germany and across Europe. Advertising needs public acceptance in order to fulfil its economic function. Voluntary advertising self-regulation has been organised effectively and efficiently under the umbrella of ZAW for more than 40 years. The main advertising industry self-regulatory bodies are supported by ZAW: the German Advertising Standards Council (Deutscher Werberat, for advertising content) and the German Data Protection Council for Online Advertising (DDOW, for data protection in the advertising industry). This gives practical recognition to the increasingly important principle of corporate responsibility. As a founding member of the European Advertising Standards Alliance (EASA), ZAW takes constant part in shaping the standards and practical policies of advertising self-regulation in Europe.


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