The British Government is being urged to use its presidency of the
European Union to bring more consistency to advertising legislation
imposed by Brussels.
Advertising Association executives are alarmed at the number of rules
affecting advertising being issued by various EU departments, which the
AA say are more to do with departmental empire-building than a coherent
advertising policy.
The AA is pressing for the EU’s internal market directorate, known as
DGXV, to become the body responsible for all legislation affecting
advertising across Europe.
Andrew Brown, director-general of the AA, said: ’DGXV should be the
’one-stop shop’ for all commercial communication issues. At present,
advertising restrictions are coming out of all sorts of places within
the EU.’
The AA has put this and several other recommendations to Robin Cook, the
foreign secretary, before the UK begins its six-month presidency of the
EU on 1 January.
Brown said advertising should be brought higher up the EU agenda.
’Advertising isn’t just cultural froth but is fundamental to the working
of the European internal market by helping to generate jobs and
investment.’
Advertising lobbyists are concerned that the EU should not mirror the UK
situation, where the Department of Trade and Industry’s sophisticated
approach to advertising is shared neither by the Home Office nor the
Department of Health.
The AA also suggested that advertising representatives in EU member
states could play a more influential role in the drafting of advertising
legislation by offering advice to their national representatives on the
EU committee that is studying harmonisation of European advertising
laws.
