Advertisers are clubbing together and donating a chunk of their media
spend to help fund a new campaign which will promote the freedom to
The initiative comes from the International Advertising Association,
which is currently seeking partners to help raise awareness of, and
generate support for, the campaign.
Simon Bullimore, the president of the Incorporated Society of British
Advertisers and the managing director of Mars, said that ISBA had
already agreed on behalf of its members to support the initiative by
donating airtime and ad space.
Advertisers are also being asked to plough money into the project to
help fund any UK production costs. The initiative also has the support
of the Advertising Association Council and AA members are being
encouraged to endorse the campaign.
Media owners are also being asked to offer free ad space and television
The Financial Times, the Economist and Carlton TV have already agreed to
The rationale behind the move is the increasing threat of tougher
controls on tobacco and alcohol advertising, as well a growing concern
in the European Community over advertising aimed at children.
Keith Holloway, the president of the UK chapter of the IAA and the
commercial director of Grand Metropolitan, said: ‘Over-regulation is a
threat to our freedom to manage and develop our businesses and it is
essential that we act quickly to communicate our arguments.’
The TV and press campaign was originally devised by Ammirati Puris
Lintas in the US and exported around the world. The ads have already run
in other European countries but this will be the first UK showing.