Both the Institute of Practitioners in Advertising and the Incorporated Society of British Advertisers have voiced their concern to the Government over the lack of recognition of advertisers' interests in the White Paper on Communications Reform.
ISBA has called for the new communications regulator Ofcom to ensure a formal 'duty of care' to advertisers is included in its remit. The advertising body is concerned that advertisers' interests will get lost in a loop, with any enquiries being passed from Ofcom to the Department of Trade and Industry before being passed back again.
Its submission notes that previously media legislation has failed to identify which body advertisers should address their concerns to.
It also states its 'disappointment at the apparently low level of concern the final paper showed toward advertisers and the advertising industry'.
Malcom Earnshaw, ISBA's director-general, said: 'ISBA is calling for the DTI to recognise the increasingly crucial role of commercial communications to the consumer, to the economy as a whole, and to the future media environment, by enshrining a formal 'duty of care' to advertisers within Ofcom's remit.'
Both advertising bodies stress that the BBC should be brought under Ofcom's remit. The IPA notes its 'profound disappointment' that the White Paper does not 'define the Corporation's remit'.