The new radio industry body that is being set up to vet ads has survived
a potential crisis which threatened to strangle it at birth.
The launch of the Radio Advertising Clearance Centre was thrown into
doubt when the Broadcast Advertising Clearance Centre, which until now
has been responsible for passing radio scripts, refused to allow the
RACC access to its expert consultants.
However, Uisdean Mac-Lean, the BACC’s head of advertising clearance,
said this week that the matter had been resolved and its consultants
would be able to work for the RACC.
The news comes a week after the BACC said it was reducing its staff by
four through ‘natural wastage’ because some of its work was being taken
over by the RACC. This week’s BACC announcement was accompanied by a
sharp rebuke from MacLean to Philip Circus, legal affairs director of
the Institute of Practitioners in Advertising. Circus had attacked the
BACC’s stance on its experts as ‘sour grapes’ and warned that the
impasse could lead to inconsistent rulings (Campaign, 17 May).
MacLean said talks with the RACC had begun before Circus made his
criticisms, which he claimed were ‘premature and unhelpful’.
He explained: ‘It would have been more constructive if Philip had talked
to the BACC before sounding off.’
MacLean claimed the discussions had taken time ‘because it was a matter
that needed proper consideration. They were our consultants and we have
invested a great deal of time and money in them’.
Circus welcomed the outcome and said he understood why the BACC had held
out. ‘Our members will have to work within a new system and we’ll do our
best to make it work,’ he commented.
Leading figures within the radio industry are enthusiastic about the
RACC, which they see as a sign of the medium’s growing maturity. They
have also expressed concern about the amount of money they pay to the
BACC and are convinced they can do the job cheaper themselves.