在现代市场活动中,广告日益成为最为显著和重要的组成部分。而与此同时,广告中大量不规范现象的出现也引起了受众的不满。相应地,世界上大多数国家都建立起独立的广告行业自律体系,配合政府的行政管理,维护本行业的秩序。本文主要介绍了在世界上较为成功的美、英、澳的行业自律体系,希望能够对我国广告行业的自律体系建设和发展提供借鉴。 Advertising is increasingly the most significant and important part of modern marketing campaigns. At the same time, the appearance of a large number of irregularities in advertisements also caused the dissatisfaction of the audience. Correspondingly, most countries in the world have established independent self-regulation systems for the advertising industry to cooperate with the government administration and maintain the order of the industry. This article mainly introduces the industry self-discipline system of the United States, Britain and Australia, which are more successful in the world, hoping to provide reference for the construction and development of the self-discipline system in China’s advertising industry.