They are trying self-regulation, right now, and the article is arguing that it's not working well enough. They've been self-regulating as long as we've had trucks.
By self-regulation, I mean something like a set of guidelines multiple trucking companies voluntarily sign on to. Or employment contracts.
Not just unwritten "goodwill", which is what your comment seems to be equating to "self-regulating". Apologies if I'm wrong about that.