NEWS: IPA attacks BACC in ad vetting fracas

The Institute of Practitioners in Advertising has slammed the Broadcast Advertising Clearance Centre for posing a threat to advertisers’ broadcast ad strategies.

The Institute of Practitioners in Advertising has slammed the Broadcast

Advertising Clearance Centre for posing a threat to advertisers’

broadcast ad strategies.



The row centres on the BACC’s response to the impending launch of a

Radio Advertising Clearance Centre (Campaign, 2 February).



The RACC aims to take over the vetting of scripts for radio ads from the

BACC and is keen to maintain consistency of approach by using the BACC’s

expert consultants.



However, the BACC has now refused to allow the RACC access to the

consultants - a range of technical experts from specialist industries

such as the medical and scientific professions.



These experts offer advice to broadcasters on matters ranging from the

validity of product claims to whether they may offend or mislead.



The IPA was originally opposed to splitting copy clearance between two

different bodies, but since the RACC had been approved by the Radio

Authority, the IPA has been working to ensure consistent decision-

making.



The IPA argues that the BACC and the RACC must use the same pool of

experts to achieve this across the TV and radio mediums.



Philip Circus, the IPA’s legal affairs director, said: ‘If we’re not

careful, we’ll end up being able to run claims on one media that we

can’t on another.’ Circus said the BACC’s position was ‘sour grapes’.



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