Transcript Document

ADVERTISING LEGISLATION
External Threats
USA
UK
USA
 Senator Hillary Clinton
 NARC (National Advertising Review Council)
 CARU (Children’s Advertising Review Unit)
USA
 Current regulations are over 30 years old
 Consumer watchdogs
 Fat is the new smoking
 The Federal Trade Commission has to report to
congress by July 1st
UK
 OFCOM
OFCOM
 HFSS food advertising banned to children under 9
 Timing restrictions on all food and drink advertising
 None allowed in programmes made specifically
for children
OFCOM
 Limit of 30 seconds per hour for food advertising
- 15.00 – 18.00 Weekdays
- 06.00 – 13.00 Weekends
OFCOM
 Limit of 60 seconds per hour for food advertising
- 18.00 – 20.00 Weekdays
- 13.00 – 20.00 Weekends
 30 second per hour limit at all times on children’s
channels
OFCOM
 Rejected the two extreme options
 Banning all HFSS food advertising until after 9 pm
 Leaving the issue entirely to self regulation
 Final outcomes will be effective from January 2007
European Union
 Draft Audio-Visual Media Services Directive
 To replace Television Without Frontiers Directive
Media Services Directive
 Extention of scope and fuzzy definitions
 Minimum rules for internet based services and
commercial communications
 A weaker country of origin principle
 Recognition and rules for product placement
 An opportunity for self-regulation with a legal
backdrop
Media Services Directive
 Change in rules for commercial breaks
 Protection of minors and children
EU Parliament
 Opposition to COO principle
 Opposition to co-regulation
- not transparent enough
- not effective enough
 Protection of minors
- ban on food ads (obesity)
- ban on alcohol ads (binge drinking)
- ban on all ads (commercialism)
EU Parliament
 Product Placement
- Opposition from MEPs and consumer NGOs
Broadcasting Commission
of Ireland
 Children’s code review
 Implementation only
 Broadcasters and industry claim total compliance
 No complaints upheld by the Broadcasting
Complaints Commission (BCC)
BCI Children’s Code
Perceived Effects
 Revenue shift from terrestrial to opt-outs
 Shift of revenue from children’s time to peak is
causing inflation
BCI Children’s Code
AAI / IAPI Proposals
 Balanced diet – add ‘where appropriate’
 Recognise new products
 Fast Food – ‘Consume as part of a healthy and
balanced diet’
 Celebrities/Sports Stars – OK when promoting a
healthy balanced lifestyle
BCI Children’s Code
AAI / IAPI Proposals
 Teeth – ‘Keep your teeth healthy by brushing
regularly’
BCI General Code
 No section on diet and nutrition
 Strong submission on recognising self and
co-regulation
- Department of Health (Alcohol)
- Department of Finance (IFSRA)
- Department of Health (IPHA)
- Department of Enterprise (ASAI)
BCI General Code
 Extention of Central Copy Clearance Ireland (CCCI)
 Recognition of new EU Directive
 Broad Principle – Light Touch
The Future
 Advertising must concede that it does have an effect
 Put that effect in context
 Admit all relevant stakeholders to the self-regulatory
debate
 Work towards co-regulation
 Gain credibility with Government and consumers
The Real Code
‘Legal, Decent, Honest
and Truthful’