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Self-Regulation and Legislation: The Balance
ASAI 25th Anniversary Conference
Self-Regulation and Legislation: The Balance
Today (Wednesday 11th Oct), the ASAI launched a revised Code - The Code of Standards for Advertising, Promotional and Direct Marketing. The launch of the Code coincided with the 25th Anniversary of the Authority in Ireland. The Conference chaired by Miriam O’Callaghan took place in the Member’s Suite, RDS. In launching the revised Code, Mr Ed McCumiskey, Chariman of the ASAI, drew attention to the wide ranging public consultation and research carried out by the Authority in the course of the review. A number of changes have been made to the Code and in particular the following:
- New extended and strengthened provisions on substantiation of claims.
- An extended and more comprehensive Children’s section.
- A new section on Food.
- The inclusion of the term “Marketing Communication” interpreted broadly to mean any form of communication produced directly by or on behalf of advertisers intended primarily to promote products, to influence the behaviour of and/or to inform those to whom it is addressed
The revised Code will act in providing an enhanced service to consumers who want to know that marketing communications are legal, honest and truthful. Mr Mc Cumiskey also gave details of the best practice policies being developed by EASA for both established and emerging Self-Regulatory organisations through Europe. The new European code sets a high ethical standard and includes new chapters on electronic media, telemarketing as well as a significantly expanded and strengthened section on advertising to children addressing issues such as price minimisation, obtaining parental permission on cost issues and not undermining positive social behaviour, lifestyles and attitudes. A variety of industry speakers provided their views on self-regulation and in particular the level of commitment required from all strands of the advertising industry if the system of self-regulation is to be successful and credible. Along with Mr Mc Cumiskey speakers included, Malcolm Ernshaw, Director General of the Incorporated Society of British Advertising and Vice President of the European Advertising Standards Alliance (EASA), Gerry Donnelly, Principal Officer of the Department of Enterprise, Trade and Employment. Catherine Bent, Consultant. John Fanning, Executive Chairman of McConnells Advertising and Frank Cullen, Chief Executive of the National Newspapers of Ireland. Mr. Gerry Donnelly praised the past work of the Authority and emphasised that there was a place for self-regulation to work in tandem with the new consumer legislation moving forward.
For further information contact:
Frank Goodman, Chief Executive, 087 259 3194
Orla Twomey, Assistant Chief Executive, 087 127 7424.