Ofcom Launches Consultation On Advertising Regulation
Ofcom has today launched a wide-ranging consultation on its proposals to introduce a new self-regulatory scheme for broadcast advertising.
The new super-regulator is proposing 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.
The proposal is the result of extensive discussions and planning about the structure of the suggested new regulatory system by the Advertising Association’s Task Force, which was set up earlier this year to examine the feasibility of the system (see AA Launches Task Force To Drive Self-Regulation).
The Advertising Association has created a dedicated online resource at www.adconsult.info for those wishing to get clear answers to their questions and find out about how they will be affected by the initiative. MediaTel Group was amongst the companies that worked on the development and design of the site.
The AA Task Force suggested that a more media-neutral, convergent approach to self-regulation would help uphold advertising freedoms, whilst allowing advertisers and agencies to plan more effective cross media campaigns.
Andrew Brown, director general of the AA, said: “Media convergence is creating new challenges for regulating advertising content. The current regulatory framework is piecemeal, dealing with broadcast and non-broadcast advertising separately.”
He added: “What is needed is a one-stop-shop that can handle advertising complaints effectively across all media, simplifying the current regulatory complexity, and bringing real benefits to the industry, but more importantly consumers.”
Such a change in the regulatory framework has been permitted by the Government’s recently published Communications Act, which places a responsibility on Ofcom to promote effective self-regulation and contract out its functions as appropriate (see Parliament Finally Green Lights Communications Act).
Ofcom’s proposal is modelled on the long-standing ASA framework of regulation, but with new legal entities to deal specifically with broadcast advertising. Ofcom would act as a backstop for the new system and would operate in a co-regulatory relationship.
Earlier this year Lord Currie, chairman of Ofcom, implied that the relaxation of the rules governing broadcast advertising could clear the way for the self-regulation of other media sectors. He said: “We will foster co-regulation where possible, but will be prepared to act quickly and decisively where necessary” (see Ofcom Likely To Relax Broadcast Advertising Rules).
Ofcom: 020 7981 3000 www.ofcom.org.uk
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