Advertising Association Achievements in 2008

Quicklinks

 

 

 

 

  • Initiatives, activities and achievements

Business4Life – this is a new model for tackling major societal issues, bringing together apparently opposing agendas, and finding common ground that can better be developed by working in partnership. We established Business4Life as a coalition of food and drink, media, fitness, and retail companies who are partnering with Government to support its Change4Life movement. Since its announcement, the b4L coalition has created a constructive relationship with DH and established a number of initiatives under the C4L sub-brands.

“The initiative has been co-ordinated by the Advertising Association and getting the Government – not hitherto known for its enthusiastic support of the ad industry – to add its weight to the effort is a masterstroke.” (Independent, 28 July 2008)

Digital Media Group – we set up the DMG, a cross-industry taskforce, to future-proof the regulation of advertising online. New digital media developments, and more importantly their potential scope and impact, are not only frequently technologically complex, but in their diverse applications can uniquely blur the lines between editorial and advertising content. The DMG will report soon.

The Advertising Association “ has played a significant role in building bridges between government and new media, driving the creation of the Digital Media Group.” (Justin Pearce, Editor of New Media Age, 4 December 2008)

Advertising to Children – at a stakeholder meeting at our offices in November of last year, the DCSF asked the Advertising Association to assemble the positive case on the topic “the impact of the commercial world on the wellbeing of children.”. We based that case on the opinions of children themselves, via evidence from the annual TGI Youth study - quantitative research among 6,000 children over the past 15 years. We also provided more than 50 case studies of advertiser activity that specifically benefited and supported children, some of it charitable, all of it benevolent. We look forward to the DCSF conclusions, expected soon.

Audiovisual Media Services – we brought together industry to provide the Department for Culture Media and Sport with a model for the regulation of advertising on video-on-demand (VOD) services and drove the policy debate on this issue.

Alcohol – Department of Health consultation process launched in the summer of last year included a proposal for “health warnings” in alcohol advertising. We commissioned new research (the Volterra study) that addressed some of the more significant social elements in this issue and, together with the “Project 10” industry initiative, we are making a solid and positive contribution to this difficult subject.

“The ad industry won a reprieve from new curbs on alcohol ads when the Government announced new measures to combat binge drinking. The move reflects lobbying by the Advertising Association.” (Campaign, 3 December 2008)

Direct Marketing – we brought together the cross-industry Direct Marketing Group who have pioneered an environmental initiative, and shown that the direct marketing industry is committed to responsible and efficient operation.

 

 

  • Making the positive case for advertising and self-regulation

Creative Industries – we ensured positive mention and acknowledgment of the UK advertising industry in the government’s Creative Industries Strategy Paper.

The Advertising Association “deserve full credit for pushing the ad industry onto the creative agenda and are well placed to use this new relationship with Downing Street to fight Adland’s corner” (Campaign, 15 February 2008)

CAP & BCAP Code Review – we participated fully in the Code Review process to ensure that the codes are clear, proportionate and correctly comply with current domestic and European legislation. Through sitting on both code review committees, we contribute to consistency across the Code Review process, and provide to the process knowledge of and insight into the current political and legislative environment.

Speeches – our Chief Executive has spoken at a number of events – to media, industry, and political audiences - to make the positive case for advertising: The Centre Forum, Westminster Food and Nutrition Forum, Portman Group, House of Lords, International Direct Marketing Fair, Annual Global McDonald’s Conference, National Magazine Company, Conservative Party Policy Forum, DMA Conference, Green Awards, the Manchester Publicity Association,

“The chief executive of the Advertising Association, Peta Buscombe has done a fantastic job fighting advertising’s corner ” (Claire Beale, Editor of Campaign, 24 November 2008)

 

 

  • Sector work

Food – by developing the proposed watershed ban on HFSS foods into a more targeted solution, we prevented the loss of an estimated £200 million in advertising spend.

BOGOFs – a threat to advertising for "buy one, get one free" offers, and free gifts included with magazines and newspapers, was defused when we secured a commitment from government that the promotions would not fall foul of new consumer protection rules.

NHS Advertising – Avoided the creation of a new advertising regulator in competition to the Advertising Standards Authority for advertisements for NHS services, which since March 2008 can now be freely advertised.  The advertising of services will instead have to comply with the CAP and BCAP codes and thereby ensuring the one-stop system isn’t undermined.

Cars – the King Review (commissioned by HM Treasury) did not take up a proposal to strengthen the regulation of vehicle advertising at a national level in advance of negotiations at EU level. Thus we avoided compliance costs, restrictions on commercial freedom, and loss of advertising revenue.

Gambling – we headed off a requirement for inclusion of further information requirements in the form of “health / wealth warnings.” This would have had particularly detrimental implications for radio advertising.

Unfair Commercial Practices Directive – we ensured that the ASA retained its “established means” status, so protecting the self-regulatory system and minimising any potential detrimental effect on the advertising sector.

Infant and follow-on formula – together with industry we lobbied successfully to reverse a policy by the Foods Standards Agency to ban infant formula advertising in professional/scientific publications.

 

 

  • Dialogue with Government

The Advertising Association has actively engaged with policy makers in the UK, Strasbourg, and Brussels on:

Better Regulation

Byron Review

Cars

Commonwealth Games

Consumer Credit

Direct selling

Financial services

Medicines Advertising

Newspaper “Adult” Advertising

Consumer Acquis (rights)

Unfair Commercial Practices Directive

Distance selling

 

 

  • Engaging consumers

Consumer Polling - this year we re-established a long-term programme of research to measure consumer attitudes to advertising.  Response to the first findings was positive, and received significant press coverage. The results showed that 64 % agree that advertising is a good way to find out about new products. When asked about advertising and its relationship to media funding 64% welcomed the role of advertising in reducing price; either wishing to keep the status quo or wanting to see more advertising to bring down costs further. There is no appetite for greater government regulation of advertising. Only 1 in 7 (15%) people feel that the advertising industry ought to receive more attention from the Government. We will continue annual tracker research, and we will also conduct ad-hoc projects among consumers.

“Ad Association research shows positivity to ads” (Media and Marketing, 05 November 2008)

“Consumers welcome advertising as a helpful way to find out about new products, according to a new report by the Advertising Association.” (Campaign, 4 November 2008)

Consumer Groups – we met with a range of consumer groups and NGOs including Which, The Children’s Society, and the newly created Consumer Focus.