Even though the IASB and the FASB have placed high emphasis on convergence efforts to reach one consistent set of international standards, the regulations with respect to advertising expenditures still incorporate differences in accounting treatment. Significant debates of how to handle intangible assets and internally generated value continue. In this context, the purpose of this study is to analyse the existing regulations on advertising expenditure and to highlight the consequences of divergent regulations. Additionally, the authors identify issues where the existing regulations either are not comprehensible or not consistent in their approach.