NEWS: ASA chief issues regulation warning

The advertising industry risks losing its self-regulatory status unless agencies and advertisers cease flouting advertising codes, the Advertising Standards Authority’s chairman warned this week.

The advertising industry risks losing its self-regulatory status unless

agencies and advertisers cease flouting advertising codes, the

Advertising Standards Authority’s chairman warned this week.



And in a broadside to those agencies that have broken the codes in the

past, Lord Rodgers suggested that advertisers decline to do business

with them.



‘In considering pitches from agencies, advertisers would do well to ask

the degree to which the agencies in question have fallen foul - if they

have done so - of the codes and whether, indeed, they regularly check

their copy against them,’ he said.



Speaking at the Advertising Association Seminar on Self- Regulation

1995-2000, Rodgers attacked those advertising agencies that have gained

a reputation for deliberately going out to flout the codes merely to

gain publicity.



He also pointed to the increasingly unclear question of what constitutes

taste and decency, suggesting that agencies should err on the side of

caution. Saatchi and Saatchi’s campaign for Club 18-30 was deemed

unacceptable to the ASA, he said, yet the agency’s ‘Morgasms’ campaign

for Playboy TV was not.



But he warned that the more the advertising industry stretches the

rules, and the more it questions the ASA’s judgment, the more likely it

will be to find itself ruled by outside forces.



‘If the industry were to play games with the system of self- regulation,

to seek to outwit the ASA or to vexatiously appeal against its

decisions, that would be a sure formula for opening the door to

statutory regulation,’ he said.



‘Some may deliberately break the codes for publicity purposes, then

afterwards try to rubbish or ridicule the ASA in a show of cheap, macho

aggression. This is not playing games. It is playing with fire,’ he

concluded.



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).