AA Launches Task Force To Drive Self-Regulation
The Advertising Association (AA) has set up an industry task-force to examine the feasibility of creating a self-regulatory system for broadcast advertising.
The rules governing television and radio advertising are likely to be relaxed following the creation of Ofcom later this year. However, Lord Currie, chairman of the new super-regulator, has emphasised that the responsibility to come up with a workable system of “co-regulation” lies with the advertising industry (see Ofcom Likely To Relax Broadcast Advertising Rules).
In response to this, a task-force comprising advertisers, agencies and broadcasters will examine the intricacies of creating a system that would cover pre-clearance, code ownership and complaints handling.
The AA is proposing that a more media-neutral, convergent approach to self-regulation will help uphold advertising freedoms, whilst allowing advertisers and agencies to plan more effective cross media campaigns.
The advertising body states: “A more joined up approach to the regulation of advertising across all media could deliver consumer benefits if there was greater coherence of approach and perhaps even a single post box for complaints on all types of advertising.”
The AA, which has been campaigning extensively for the self-regulation of broadcast advertising, is hailing the Communications Bill as a significant step in the right direction. It states: “The radical nature of the root and branch reform of industry regulation within the Communications Bill offers the advertising industry a unique and fleeting opportunity to propose an alternative to the status quo of statutory regulation of broadcast advertising.”
Broadcast advertising is currently regulated by the Independent Television Commission and the Radio Authority, which have the power to investigate complaints made by viewers and rival broadcasters. However, the new system could see the creation of an organisation like the Advertising Standards Authority, which regulates non-broadcast advertising.
Earlier this month Ofcom’s chief executive, Stephen Carter, announced that the new super-regulator is to be up and running and ready to take on its full responsibilities by mid-December this year (see Ofcom To Be Fully Operational By December This Year).
Advertising Association: 020 828 2771 www.adassoc.org.uk
Recent Regulation Stories from NewsLine BSkyB And BT Probed Over Joint Marketing Campaign ITV Merger To Be Investigated By Competition Commission Radio Industry Outraged At Plans For Local Advertising
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left