Code of practice for political advertising could aid agencies

The Electoral Commission has claimed a new code of practice on political advertising would relieve pressure on agencies to devise controversial campaigns.

The body, which supervises elections in Britain, launched an investigation to decide if the content of political ads should be covered by a code.

They have been been exempt from the industry's code of practice since 1999.

In a consultation paper, the commission says the current position allows agencies to make full use of their creative skills, which could be curbed by a new code.

However, the paper suggested that regulation might bring benefits to the ad industry. "Under the current, non-regulated position, an agency might devise a controversial advertisement which could reflect badly on that agency, risking a damage to its reputation," it said.

The commission accepted that a new code might encourage political parties to make complaints about their opponents' campaigns.

It also accepted there was a "strong case" for political ads not to be covered by the same code as commercial ones.

Since 1999, the parties have resisted calls to draw up their own code, but the inquiry may increase pressure on them to agree one before the next general election. The ad industry will be asked to send its views to the inquiry by 9 January.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).