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Monthly Archives: May 2014

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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

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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.”