ISBA Issues Wake Up Call

ISBA’s director general, Malcolm Earnshaw, has urged advertisers to work to increase consumer confidence in the industry in the face of threats posed by anti-advertising and anti-brand campaigners.

Speaking at this year’s marketing forum he said that the industry must regain the high ground in the battle with “the growing voice of anti-advertising and anti-brand campaigners”, by convincing consumers that “brands supported by advertising are absolutely, fundamentally and unequivocally in the interest of the consumer.”

He said that advertisers needs to behave “responsibly and competitively” and called on the industry to stop overselling the role of advertising. He urged advertisers to stop using unfortunate terms, such as pester power and emphasised the importance of self regulation.

Earnshaw warned that the industry will face further regulation and legislation and the continued erosion of “advertising freedoms” unless advertisers can convince consumers that: “Brands are a form of protection, not exploitation, because brands are what make companies accountable to consumers.”

ISBA: 020 7499 7502 www.isba.org.uk

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