Building capacity, training and development in best practice advertising regulation was identified as being of priority by the Hanoi Dialogue, which has now been endorsed by APEC. This is welcome news as a robust best practice advertising regulatory regime provides the right environment for a flourishing advertising industry. As advertising is a driver of economic growth everyone benefits. Now begins the task of actioning the recommendations.
Capacity building, training and development is needed in three areas
– Advertising regulators
– Industry including advertisers, ad agencies and media
Industry does not always recognise it has a key role and needs to be a driver of the capacity building, training and development program. In a general sense this is counter-intuitive for industry as it leaves regulation to Governments. Conversely it is counter-intuitive of many Governments to encourage industry to be involved in the development of a regulatory regime. Best practice advertising regulation is a partnership between Government and industry – That is the challenge