A nine-point programme to enhance the operation of advertising self-regulation has been drawn up following agreement by leading figures from the European Advertising Standards Alliance and the European Advertising Tripartite.
The move comes in response to a call from the EC Commission earlier this year to prove that self-regulation of the advertising industry can work at a European level, and so could constitute a viable alternative to EC legislation.
The agreement followed detailed talks between around 50 representatives from a dozen European countries. It was agreed that:
* The EASA should set up a Secretariat in Brussels by the end of next year
* A mechanism for cross – border complaints should be developed for agreement in early 1992
* An audit and analysis of existing European self-regulatory systems should be undertaken as a priority, financed by EAT
* A study should be made of the possibility of a Set of European Advertising Guidelines containing principles of Good Conduct for Advertisers, Media and Agencies, including specific sectorial aspects such as Children, Sexism etc.
* A liaison group of Alliance members and industry representatives should be set up to progress action
* A sustainable source of funding should be instituted to support the Alliance
* A Council or Board should be convened to advise the work of the Alliance
* The industry should take note of any failures in self-regulation and bring pressure on their colleagues to continue to maintain the highest standards and adherence to the spirit of codes and controls
* The industry and Alliance would demonstrate to European institutions that this action programme will strengthen the regulation and conver- gence of self-regulatory practices at European level and would prove to be more effective than legal instruments
Contact: The AA, 071 828 2771
