A new advertising landscape
At the heart of self- and co-regulation lies the advertising industry’s commitment to commissioning, producing and publishing ads that are honest and socially responsible. The UK advertising industry achieves that with competitive campaigns that also deliver humour, creativity and innovation – a tribute not just to the industry’s creative talents but also to the seriousness with which it takes its responsibilities under the Codes.
In this Report from the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), you can read how some of Britain’s biggest companies have adapted to new advertising regimes introduced this year. We report on how Kellogg’s and Ladbrokes have adapted their advertising campaigns to comply with new rules for food and gambling ads respectively, and include contributions from advertisers, agencies and media owners who, between them, form the ‘self’ in self-regulation.
ASA research reveals very high levels of compliance with the new rules for food and gambling advertising and, together with the low levels of public complaints, it is clear that the new rules are delivering both responsible advertising for consumers and clear boundaries for advertisers.
During 2007, I was pleased that we were able to take the initiative to address a long-standing consumer bugbear – TV ads that seem noisier than the programmes in which they appear. A public consultation by BCAP highlighted some of the technical hurdles facing broadcasters and suggested a way forward. We hope to be able to announce the outcome of that review very shortly.
Another initiative to help clarify the boundaries for advertising claims was launched by the Cosmetics, Toiletries and Perfumery Association (CTPA), with support from the ASA, CAP and BCAP and the TV pre-clearance body Clearcast (formerly BACC).
New guidance will give advertisers and agencies valuable advice and clarification about claims for products including anti-ageing and anti-cellulite creams and is expected to be published in 2008. Meanwhile, joint guidance from CAP and BCAP on the use of “free” in advertising helps to define how this powerful word can be used responsibly in both broadcast and non-broadcast advertisements.
Work began on the Code Review – an extensive project encompassing all the advertising codes. Separate broadcast and non-broadcast working groups were established, led by Andrew Marsden, former Marketing Director of Britvic, and ably assisted by the Code Policy team. We hope to be able to launch the new advertising codes in early 2009. The Advertising Advisory Committee (AAC), led by Elizabeth Filkin, has been an active contributor, providing a consumer perspective to both BCAP and the broadcast Code Review working group.
Grant Duncan, Chairman of the General Media Panel stood down during the year after several years of effective leadership, for which the industry is very grateful. I am delighted that Farah Ramzan Golant, Chief Executive Offi0cer of Abbot Mead Vickers BBDO has agreed to take up the challenge and know that under her steady hand the Panel will continue to provide invaluable advice and comment to the ASA Council. We continue to benefit from the expertise of the Sales Promotion and Direct Response Panel and from the unmatched contribution made by its Chairman, Philip Circus, who celebrated 30 years’ membership of CAP during 2007. My thanks go to him and to all those who serve on the Panels, the AAC and CAP and BCAP for their continued support and particularly to the staff who have managed a demanding workload with great skill and commitment.
