Pan-European Ad Code Agreed

A system of self-regulation for cross- border advertising has been agreed in Brussels, and will come into effect from 1 June.

The increase in satellite broadcasting and the growth in the number and circulation of international publicat- ions has focused attention on the need to provide consumers with a fast and flexible means of lodging complaints against advertising.

The code has been drawn up by the European Advertising Standards Alliance, an association of regulatory bodies, including the ASA in the UK. The new procedure is based on two main principles:

* Every consumer should have an equal right of access to a national system, regardless of nationality or location

* As a key feature of the internal market, there should be mutual recognition of a country’s standards.

The new code means that a complaint will be lodged with the national body in the consumer’s home country. It will then be taken up by that body with the comparable organisation in the country where the advertisement originated. If the complaint is upheld, the necessary action will be taken by the originating country’s national body. The consumer’s own national body will keep him/her in touch with the procedure and the results.

EASA, through its Brussels secretariat, will guide the workings of the overall system.

EASA: Michel Deurinck, 010 322 675 3370