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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.

Building Capacity

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

– Governments

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

APEC Presentation by Fiona Jolly

There was a follow-up by APEC to the November Dialogue in Hanoi on Advertising Standards – Principles and Practice. Fiona Jolly, who was the organiser of the Dialogue, was asked to report to the APEC Conference on Good Regulatory Practices held at Medan, Indonesia at the end of June. Her presentation was comprehensive and summarised the discussion at the Dialogue and the recommendations for the future.

Proceedings at the Conference are now available. A copy of the text of Fiona’s presentation and the accompanying PowerPoint may be viewed at http://www.ffar.org  Click on ‘Reports’ and then ‘Fiona’s Presentation’.