The primary objective of the Hungarian Advertising Association is to safeguard the interests of its members and promote the prosperity of the industry. Culture and profitability place a double demand upon advertising, but high quality, professional advertisements are able to meet both requirements. The Association’s membership includes legal persons, organisations without legal personality and natural persons. Rivalry between professionals of similar standing, proficiency or cultural outfit and competition among the companies can lead to conflicts of interests in the advertising market. An important duty of the Association is to identify these conflicts and seek for ways in which they can be handled.