You imply they have put in place any contingencies/enforcement against non-cooperating companies? I don't expect that wil be shown in the case. The advertisers

You imply they have put in place any contingencies/enforcement against non-cooperating companies? I don't expect that wil be shown in the case. The advertisers just got together to define voluntary guidelines where to advertise and where to draw the line. Anyone was free to ignore the guidelines at their own peril(their ads shown next to filthy material).