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Best Practice Advertising Forum in Beijing

A best practice advertising Forum will be held in Beijing on 8-9 August. The Forum is for those involved in advertising regulation in APEC economies and is a follow-up to the successful Hanoi Dialogue. The Forum is under the auspices of APEC and is being organised by the Advertising Standards Bureau (ASB) with the support of an international committee,

The First Day sessions include

- International communication on global and national policy developments

- Setting and maintaining advertising standards – the International Code and best practice in adapting it to local econ

- Sharing of company best practice cases on ad self-regulation

- Working together to achieve fair competition and sound business environment – Compliance and the role of Governments – (Interactive communication)

The second day is a Capacity Building Technical Workshop with the workshops being led by people currently running self-regulatory organizations. This will be a most valuable for those involved in intending, emerging and experienced advertising regulatory organizations.

Topics covered include

- Funding the system and running a secretariat

- Dealing with ICT developments

- Effective industry and consumer awareness

- The complaints process

- Truth, accuracy and decency – a practical exercise with a mock jury

This Forum is a most important event for those involved in advertising regulation in the APEC region. For further information please contact Sandy Rose at SRose@adstandards.com.au

Challenge for APAC Ad Regulators

Globally the Internet media captured 20.9% of total adspend in 2013 – second to TV, which had 39.6%. But Internet adspend is growing at an estimated rate of 16% pa according to ZenithOptimedia. In 2016 Internet is predicted to have 28.2% share but TV would still be well ahead at 38.3%.

There is a similar situation in APAC with the Internet share last year being 21.1% and TV 41.0%. Internet share is predicted to increase to 29.3% by 2016.

Australia is leading the trend – TV at 31.6% was only a whisker ahead of Internet at 31.5% in 2013 but in 2016 it is predicted that Internet will be the leader with a market share of 42.5%.

The trend of rapidly growing Internet adspend is a challenge for countries where there is Government regulation of advertising because of the cross-border nature of the Internet. Europe has a cross-border self-regulatory regime where Internet ads are required to comply with self-regulatory codes. This model is a possible solution for APAC.

Note: All data is sourced from ZenithOptimedia

APEC Economies Lead World Adspend Growth

APEC economies have an 81% share of the top ten global advertising markets states the APEC Report ‘Voluntary Standards and Regulatory Approaches in Advertising in APEC Economies’. Furthermore this share is predicted to increase to 84% by 2015 as shown on the graph from the Report.

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APEC Report on Advertising Regulation

APEC has published its report on ‘Voluntary Standards and Regulatory Approaches in Advertising in APEC Economies’. It is a most important document and lays the basis for future development of best practice advertising regulation.

The report notes the wide variation in standards in the APEC economies. –

“The paper also finds that the capability for advertising self-regulation among economies differs. Although sixteen economies practice self-regulation, five are either without self-regulation or are in the process of implementing some form of self-regulation. In economies where self-regulatory organizations (SROs) exist, there are differences on their level of adherence to what the paper took as international best practice benchmarks.”

The report has three recommendations to give the highest marginal benefit –

“1) Efficient compliance and monitoring;

2) Effective consumer and industry awareness; and

3) Efficient and resourced administration.”

The 69-page report can be found on this link

http://publications.apec.org/publication-detail.php?pub_id=1523

ICC Publishes Advertising Code in Mandarin

The ICC has released a  the first official version of its Code of Advertising and Marketing Communications in Mandarin. The code is now published in 11 different languages. The ICC Code is the master code used by virtually all Self-Regulatory advertising regimes globally. The fist code was published in 1937.

The Mandarin version can be obtained on this link

http://www.codescentre.com/blog/icc-code-in-mandarin-launched-at-global-advertising-congress-in-beijing.aspx

The ICC has also published the Framework on Alcohol Advertising in Spanish which is available on this link

http://www.codescentre.com/blog/spanish-edition-of-icc-framework-on-advertising-of-alcohol-launched-in-mexico-city.aspx

APEC Gives Go-Ahead on Best Practice Initiative

A meeting of APEC Trade Ministers was held last weekend in Qingdao. Among the many decisions made was We welcome the APEC Advertising Regulatory Capacity Building Mentoring Program, which aims to promote alignment of advertisement standards and reduce the cost of doing business.”

Please see Item 48 of the Qingdao Statement on this link

http://www.apec.org/Meeting-Papers/Ministerial-Statements/trade/2014_trade.aspx

This is good news and is the next step after that mentioned in the November18, 2013 post below. The decision allows the establishment of an ongoing program.

Watch this space for further developments.

APEC-OECD Checklist on Best Practice Regulation

There is a very useful and comprehensive checklist on best practice regulation. It is the APEC-OECD Integrated Checklist on Regulatory Reform. It is a general overview of the best practice requirements of best practice regulation in general – not just advertising regulation.

The checklist is available at this link http://www.oecd.org/regreform/34989455.pdf

The checklist is similar to other best practice regulation documents. For instance Paragraph A2 states “Consider alternatives to regulation where appropriate and possible, including self-regulation, that give greater scope to citizens and firms; when analysing such alternatives consideration must take account of their costs, benefits, distributional effects, impact on competition and market openness, and administrative requirements.”

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