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APEC Puts Best Practice Ad Standards on Agenda

Economic

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The APEC Ministerial Meeting held in Bali on 4/5 October agreed to the “progression of advertising standards in the region.” This is a huge step forward and will enable the recommendations from the November 2012 Hanoi Dialogue on ‘Advertising Standards – Principles and Practice’ to be implemented.

A key issue identified at the Dialogue was the need to build capacity. This also was recognised by the Ministerial Meeting generally. Paragraph 46 of the Ministerial Statement states –

We encouraged interested economies to explore the possibility of using additional tools to strengthen their implementation of good regulatory practices, including single on-line locations for regulatory information, prospective regulatory planning, including regulatory agendas, and retrospective reviews of existing regulations. We instructed officials to develop capacity-building programs to assist APEC economies in improving their understanding on these tools.”

Also important was that the Ministers recognized that best practice regulation reduces barriers to trade thus fostering economic growth and that advertising regulation is a vital component. Paragraph 50 of the Statement states –

“We recognized the work on regulatory approaches on reducing technical barriers to trade and fostering greater regulatory cooperation in the region including through the revised APEC Regulatory Cooperation Advancement Mechanism (ARCAM) on Trade-Related Standards and Technical Regulations and we welcomed discussions on electric vehicles as the topic for the 2014 ARCAM Dialogue. We look forward to the progression of work on advertising standards in the region.

Next Steps

The Advertising Standards Bureau Australia (ASBA), which has been leading the project on behalf of advertising regulatory organizations, has been liaising with APEC. It announced that it and international partners are now planning the way ahead and assisting APEC. It is anticipated that there will be substantial progress in 2014. In a just released statement ASBA said –

“APEC will soon finalise a project on identifying gaps in the advertising system and standards in the region. From there APEC members will take action to use the resources of existing systems, such as those in Australia, New Zealand, Malaysia, Canada and others, to provide capacity building training and development to bring the systems and standards in all APEC economies to a level that will best benefit all communities.”

The Ministerial Statement may be found on this link

http://www.apec.org/Meeting-Papers/Ministerial-Statements/Annual/2013/2013_amm.aspx

The ASBA statement may be found on this link

http://blog.adstandards.com.au/2013/11/advertising-and-its-benefits-to-apec-economies/

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