Media convergence has been the principal driver of this change in regulatory structure. The one-stop shop is important because advertising is fast-moving and the industry is at the forefront of new opportunities presented by evolving technology. We all need a regulatory model that is fast, flexible and can adapt quickly to technological change. Self-regulation has proved it can do this.

The advertising industry has adopted the existing broadcast advertising codes and this will provide the industry with continuity and the public with the same high standards of advertising content. The new system is highly focused on the needs of real viewers and listeners. Public trust in advertising is crucial and this is in great part dependent on consumers’ ability to ensure their views are heard and reflected in regulatory decisions. The creation of a one-stop shop will make it easier for consumers to lodge complaints about advertising. Lay input on future broadcast Code development will be provided through the Advertising Advisory Committee (AAC): a new committee of independent experts, under the leadership of Elizabeth Filkin.

CAP has already begun to introduce the new one-stop shop to agency staff: a week of seminars for the new graduate intake in IPA member agencies took place in October. A continuing programme of industry seminars and presentations aims to ensure that advertisers, agencies and media are all aware of their roles and responsibilities within the new system.

Ofcom’s announcement followed detailed discussions with all sides of the advertising industry. My thanks go to my colleagues on the advertising industry task force who combined meticulous attention to the detail of how the new regulatory structure would work with an unwavering vision of the purpose and benefits of extending self-regulation.

The fact that CAP’s day-to-day work continued alongside all this activity is a credit to the members of the CAP Executive. As you will read in the following pages, in 2004 CAP provided guidance on issues as diverse as mobile marketing and advertising by psychics. Our e-mail newsletter, Update@CAP, continues to go from strength to strength, providing industry subscribers with important news and analysis of ASA adjudications. A new Code Policy and Monitoring team sets and monitors compliance with the advertising codes and the Copy Advice team continues to provide expert pre-publication advice on non-broadcast campaigns.

I am also very grateful to the members of the General Media Panel and the Sales Promotion and Direct Response Panel for their hard work throughout the year. The individuals who serve on the panels give up their time to do so and provide invaluable expertise to the self-regulatory system.

There are more changes ahead for the advertising industry and its self-regulatory system. Our consultation on Guidance Notes on the new TV alcohol advertising rules that Ofcom announced last November will result in guidance for the interpretation of rules that are tough, but workable. Other sectors, most notably food advertising, are also in the public spotlight. The public’s confidence in advertising standards is essential for the commercial viability of the industry. The one-stop shop is well placed to maintain that confidence.