Industry urges action on EU red tape

The British Government is being urged to use its presidency of the European Union to bring more consistency to advertising legislation imposed by Brussels.

The British Government is being urged to use its presidency of the

European Union to bring more consistency to advertising legislation

imposed by Brussels.



Advertising Association executives are alarmed at the number of rules

affecting advertising being issued by various EU departments, which the

AA say are more to do with departmental empire-building than a coherent

advertising policy.



The AA is pressing for the EU’s internal market directorate, known as

DGXV, to become the body responsible for all legislation affecting

advertising across Europe.



Andrew Brown, director-general of the AA, said: ’DGXV should be the

’one-stop shop’ for all commercial communication issues. At present,

advertising restrictions are coming out of all sorts of places within

the EU.’



The AA has put this and several other recommendations to Robin Cook, the

foreign secretary, before the UK begins its six-month presidency of the

EU on 1 January.



Brown said advertising should be brought higher up the EU agenda.

’Advertising isn’t just cultural froth but is fundamental to the working

of the European internal market by helping to generate jobs and

investment.’



Advertising lobbyists are concerned that the EU should not mirror the UK

situation, where the Department of Trade and Industry’s sophisticated

approach to advertising is shared neither by the Home Office nor the

Department of Health.



The AA also suggested that advertising representatives in EU member

states could play a more influential role in the drafting of advertising

legislation by offering advice to their national representatives on the

EU committee that is studying harmonisation of European advertising

laws.



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