The body which draws up Britain’s advertising rules is set to break
with tradition by appointing its first professional chairman.
Andrew Brown was this week confirmed in the role at the Committee of
Advertising Practice, which he is expected to take part-time alongside
his main job as the Advertising Association’s director-general.
The move follows an 18-month working party review into the future of the
CAP and concern that the issues with which the body has to grapple have
become too complex and time-consuming to rely solely on voluntary
At the same time, there is a belief that the CAP is too lumbering and
that the Advertising Standards Board of Finance, the CAP’s paymaster,
should be seen to be more firmly in control.
The plan is that the CAP chairmanship will become a professional
appointment when David Clayton-Smith, the former Do-It-All marketing
director, ends his two-year term of office.
’This will allow the CAP to provide a focus for the industry and to
manage itself more effectively in a demanding and complex environment,’
an industry source said.
Despite setting the rules for the self-regulatory system, the CAP has an
anonymous profile compared with the Advertising Standards Authority
which acts as its ’policeman’. Now industry chiefs believe the CAP’s
image must be bolstered in the face of potential threats from the
Government and Brussels.