The European Publishers’ Council is running a press and online
campaign promoting the freedom to advertise, in preparation for Sweden
taking the EU presidency.
The campaign, which will run from 19 May for two months, will appear in
titles belonging to the 27 European publishing companies that make up
the council, including The Daily Telegraph and Financial Times groups
and Reed Elsevier.
The ads will guide readers to AdFreedom.com, a specially designed site,
where they can fill in a survey on advertising to be presented to
The move is a response to potential threats to advertising
The Swedish government has made clear its desire to ban advertising to
children and alcohol promotions when it takes over the EU presidency in
Tobacco advertising has already been outlawed by an EU directive, which
takes effect next year.
Angela Mills, executive director of the EPC, said: ’The campaign is
designed to say advertising is legal and does not hurt consumers. We
want to remind Brussels of the benefits of advertising.’
Patrick Willemarck, CEO of Grey Brussels, which created the ads, said:
’The campaign relays the message that modern consumers are educated
enough to tell the difference between reality and advertised
The ads show people looking at ads in everyday situations and bear
straplines such as, ’No woman went broke from seeing a fashion ad.’
The EPC hopes to stimulate a dialogue between advertisers, the EPC, the
public and the EU.
Francisco Balsemao, EPC chairman and chief executive of Impressa in
Portugal, commented: ’Legislators will not decrease the number of
smokers, alcoholics or spoiled children by banning the advertising of
products that are available legally.’