Euro self-regulation body set to dissolve to support the EASA

Members of a major European industry body were set to vote it out

of existence this week to in a bid to sustain and extend self-regulation

across the continent.



By sacrificing the European Advertising Tripartite and putting extra

resources at the disposal of the European Advertising Standards

Alliance, industry leaders believe the result will be a beefed-up body

in which they will have a stronger voice and which will be better placed

to fight the self-regulation battle.



The Alliance, whose members include self-regulatory bodies across the

European Union, including Britain's Advertising Standards Authority, was

formed to raise standards of self-regulation and act as a clearing house

for cross-border complaints.



But its function largely duplicates that of the EAT, set up in 1990 to

co-ordinate the industry's action on self-regulation but whose lobbying

role has been increasingly questioned by its members.



Growing disinterest in it was reflected in the fact that John Hooper,

the former director-general of ISBA, agreed to remain as the EAT's

chairman when his two-year term of office expired because a successor

could not be found.



At a meeting called by Hooper in Brussels in early February, some 70

delegates representing agencies, poster companies, sales promotion,

direct marketing and media owners agreed the need for a new body

representing the interests of self-regulation.



This Thursday, EAT members were due to meet to pass a resolution

dissolving the body.



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