ISBA Calls On Advertisers To Get Behind Self-Regulation
ISBA is urging its members to show their support for plans to introduce a new self-regulatory system for broadcast advertising following Ofcom’s decision to extend its consultation on the subject.
The new media super-regulator is seeking further views on its proposals to contract out the rules governing television and radio advertising to a new co-regulatory system, which would have the ASA as its public face (see Ofcom Launches Consultation On Advertising Regulation).
ISBA claims the proposals represent a major opportunity to promote consumer trust in advertising. It is calling on the industry to respond to the ongoing consultation before the new deadline expires at the end of this month.
The body is urging advertisers to underline the fact that the new system would help protect the public profile of advertising and would lead to a greater consistency of codes, which would simplify the planning of cross-media campaigns.
Malcolm Earnshaw, ISBA director general, said: “On top of maintaining consumer confidence, there are further benefits of the proposed system for advertisers. Bringing together under one roof the code development and administration for both broadcast and non-broadcast advertising would inevitably offer opportunities for closer co-operation.”
He added: “Greater co-operation should bring greater consistency in both code development and adjudication’s and would help reduce uncertainty for advertisers running single campaigns across a range of broadcast and non-broadcast media.”
The IPA and ITV have 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).
ISBA: 020 7499 7502 www.isba.org.uk
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