Ofcom Under Fire Over Broadcast Self-Regulation
Ofcom’s plans to introduce a new self-regulatory framework for broadcast advertising with the Advertising Standards Authority as its public face have been slammed by the Consumers’ Association.
Earlier this week the new media super-regulator announced details of its intention to create one-stop-shop for broadcast complaints by contracting out the rules governing television and radio advertising to a new co-regulatory system (see Ofcom Shifts Broadcast Advertising Regulation To ASA).
Ofcom amended its original plans in the face of criticism and set up an independent Advertising Advisory Committee to provide input to the Broadcast Committee of Advertising Practice, a new body which reviews and revises standards and codes.
However, Allan Williams, senior policy advisor at the Consumers’ Association, claims this does not go far enough. He said: “Setting up an Advertising Advisory Committee is a welcome step towards improving transparency and accountability, but without any real power it will not be effective.”
The Consumers’ Association believes that Ofcom’s proposals to hand control to the industry is a dangerous thing to do in the middle of a major debate about the rules governing advertising, especially of foods to children (see Advertisers Rally Against Ban On Fast Food Promotion).
Williams said: “The issue of who controls the codes which govern advertising is much more important than that of who checks whether advertisers are complying with those codes. There is no advantage to consumers in creating a one stop shop if it is at the expense of the credibility, transparency and effectiveness of the current system.”
Ofcom’s proposals first came under fire earlier this year with the National Consumer Council claiming the new system would not be sufficiently independent of commercial interests to command public confidence (see Broadcast Self-Regulation Plans Comes Under Attack).
Ofcom: 020 7981 3040 www.ofcom.org.uk
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