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’