Broadcast Self-Regulation Plans Comes Under Attack
Ofcom’s plans to introduce a new self-regulatory framework for broadcast advertising have come under attack from a leading consumer watchdog, which claims the proposed system gives marketers a licence to run their own show.
The new media super-regulator is planning to contract out the rules governing television and radio advertising to a new co-regulatory system, which would have the Advertising Standards Authority as its public face (see Ofcom Launches Consultation On Advertising Regulation).
However, the National Consumer Council claims the new system is not sufficiently independent of commercial interests to command public confidence. It is calling on Ofcom to abandon its plans unless radical improvements are made.
The consumer watchdog is urging Ofcom not to attempt to launch the system until it has ‘teeth’ and calling for more effective consumer protection and clearer accountability to be injected into the proposals.
Sue Dibb, NCC senior policy officer said: “These proposals fall well short of our expectations. This new watchdog is handing over its teeth. Commercial interests will be in control of the new codes of advertising practice. And Ofcom may be powerless to order a tightening of standards in response to emerging undesirable practices by advertisers.
She added: “As they stand, the plans will give advertisers a licence to run their own show. This cannot be right – especially now the existence of the obesity ‘time bomb’ and the role of advertising in influencing what children eat is incontrovertible. Commercial interests must not be allowed to call the tune.”
However, advertisers and broadcasters already shown their support for the new system, which is designed to simplify the existing regulatory framework by bringing complaints about any paid-for advertising under one umbrella organisation (see Industry Welcomes Move Towards Broadcast Self-Regulation).
Earlier this month ISBA also called on its members to get behind Ofcom’s new self-regulatory system, claiming the proposals represent a major opportunity to promote consumer trust in advertising (see ISBA Calls On Advertisers To Get Behind Self-Regulation).
Ofcom: 020 7981 3000 www.ofcom.gov.uk
Recent Related Stories from NewsLine Ofcom Announces First Telecoms Review In Over A Decade Ofcom Names Colette Bowe As Head Of Consumer Panel Ofcom’s Airtime Sales Ruling Receives Mixed Reaction
Subscribers can access ten years of media news and analysis in the Archive