Consumer body slams Ofcom ad self-regulation

LONDON - The Consumers' Association has slammed Ofcom's decision to allow self-regulation of broadcast advertising under the Advertising Standards Authority, citing concerns over advertising to children.

Reacting to opposition to its original plans, Ofcom has set up an independent Advertising

Advisory Committee (AAC) to provide input to the Broadcast Committee of Advertising Practice - a new body which reviews and revises standards and codes.

But the Consumers' Association warned that the AAC would have no real power. It added that Ofcom's proposal to hand control to the ad industry was a dangerous thing to do in the middle of a major debate about the rules governing advertising.

Andrew Marsden, category director of Britvic Soft Drinks, which has been criticised for past Tango ads, welcomed the move. He said it would make it easier for consumers to complain as there would be one single, identifiable body. Currently, both Ofcom and the ASA handle complaints.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Topics

Become a member of Campaign

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

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

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