As roof federation of the German advertising economy the central association of the German advertising economy (ZAW) coordinates the different views within the industry. He is the representative of the 41 member federations that

• advertisement-driving economy,
• Advertising agencies,
• Advertisement-accomplishing (about: Broadcasting station, print publishing houses, on-line portals) and means of publicity manufacturers, as well as
• Werbeberufen (like Mediaplaner) and market study.

The ZAW represents the advertising economy in all fundamental Positione] outward and forms the "“round table"” for the formulation of the common policy and the reconciliation of interests of all at the advertising business took part. This is noticed by the committees of the ZAW.

The protection of interests of the ZAW outward takes place primarily in the form of expressions of opinion and statements in relation to legislation and executive - begun from the Bundestag, Bundesrat and Bundesregierung by means of land parliaments and land governments up to the municipalities as well as the institutions of the European union.

The ZAW "“foreign policy"” in relation to legislation and governments is to be regarded under the following aspect: Germany has admittedly world-wide the strictest solicitor-genuinly like the law against the mean competition (UWG) with its comprehensive prohibitions of unfair or misleading advertisement or the food and consumer article law with regulations for food, tobacco goods and Kosmetika as well as the cure advertising law.

Now there are again and again tendencies and attempts to limit the advertisement further and reglementieren. The impacts in addition come not always from legislator and government, but likewise from groups of interests such as party organizations, trade unions and consumer associations in the broadest sense. Here the ZAW sees its central task in working against unjustified and inadmissible restrictions of the economy before the background that the advertisement enjoys basiclegal protection, primarily under the aspects of the liberty of the practise of the profession and the liberty of the expression of opinion.

1972 created the ZAW the German advertising advice, that is awake as a control committee over Werbekampagnen in Germany.

Related links

http://www.zaw.de

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