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