Agencies are being urged to report any problems they encounter with the
new body set up to vet radio commercials.
The call comes from the Institute of Practitioners in Advertising and
follows what it claims have been a number of contentious rulings by the
Radio Advertising Copy Clearance Centre.
Now the IPA, which was critical of the RACC’s establishment, wants to
determine whether there is cause for concern or if the problems are
merely teething troubles.
Philip Circus, the IPA’s director of legal affairs, said: ‘We’re not
claiming the RACC isn’t up to the job. But a few of its rulings seem a
bit odd and we will be keeping a close eye on the situation.’
Last month Circus intervened with the RACC on behalf of Barkers, the
Birmingham-based agency, which had a script promoting the opening of a
new shop rejected.
The RACC claimed the commercial, which features a mother and child in
conversation, broke a rule barring children from acting as presenters
and saying things about a product that they could not reasonably know.
After a week of wrangling, an amended version of the commercial was
Sandy Bradley, the agency account director on the business, said: ‘I
couldn’t believe that the RACC could be so pompous. It seems to be
following the letter rather than the spirit of the code.’
The IPA is worried that the RACC lacks sufficient expertise and believes
that the industry should be working towards fewer rather than more
But Geoff Russell, the head of regulatory affairs at the Radio
Advertising Bureau, claimed the new body had been well received and
there had been no adverse reaction.
‘I think any problems arise not through inexperience but when the ruling
is a close call,’ he said.