Dr Oliver Gray, Director General of the European Advertising Alliance, told the Loeries conference Friday that advertising self regulation is at a defining moment - "a moment of truth for all of us, as actions must meet and match rhetoric."
"There are own goals from the ad industry at the moment, including ready ammunition for detractors as ongoing ads flout self-regulation," says Gray.
These kinds of ads can be difficult to defend and can provide proof that self-regulation does not work.
Gray says, "With the growing skepticism about self-regulation, it has to maximize industry knowledge as well as respond to challenges like new media with the net and mobile phone."
A workable model with sustained funding is going to be crucial, with a fair and independent adjudication with sanctions where necessary. "There has to be to be more proactive prevention rather than cure with the emphasis being on the risk that is borne by the entire industry," adds Gray.
"Transparency and published decisions are critical and stakeholders have to be involved and consumers must be made more aware," he says. "The WHO food and alcohol agenda has gone global and the ISO is searching for codes, redress and complaint standards."
"Training a staff about ethics and having contracts with responsibility clauses is a start, but self-regulation is actually the responsibility of each an every brand manager," Gray concludes.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.