IPA Welcomes Government Move To Self Regulation
The Institute of Practitioners in Advertising (IPA) has welcomed the decision by the government to extend the self regulation of advertising to the broadcast sector in the forthcoming Communications Bill.
The government’s turn-around was part of its response to the Joint Scrutiny Committee recommendations of the Puttnam Committee. It announced its decision last week, declaring that the Communications Bill will be modified to ensure there are no unnecessary barriers to self regulation.
The move follows fierce lobbying by the IPA, ISBA and the Advertising Association who have argued that self-regulation will provide the most effective means to maintain advertising standards across the media at a time of growing convergence (see IPA Puts Weight Behind Joint Scrutiny Committee).
IPA Director General Hamish Pringle commented: “The IPA has played its part in achieving this successful outcome, in particular by helping to articulate the challenges presented by digital media, the importance of brands maintaining the confidence of their consumers and the need to avoid different regulatory bodies taking different views of essentially the same brand communications in different media channels.”
“The IPA is totally committed to the concept of accredited self regulation and like others involved is grateful to the Puttnam Committee for finally defining these terms which accurately reflect what we all believe is the right way forward both in the UK and Europe.”
Malcolm Earnshaw, Director General of ISBA, added: “The key thing now is that the agency practitioners,who have made a great deal of valuable input already, through the IPA must continue their active engagement in helping to answer the challenge that Government has laid down.”
“We need to get down to the nitty gritty of how accredited self regulation might actually work in practice. Agencies who have been accustomed to dealing at the sharp end with both the ASA/CAP system and the ITC/BACC/RACC systems have got a lot to offer the industry in arriving at a mutually satisfactorily solution for all parties.”
IPA: 020 7235 7020 www.ipa.co.uk
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