The Marketing Association of South Africa [MA(SA)] says it is confident that the process of reaching a resolution on the funding issue for The Advertising Standards Authority of South Africa (ASA) and The South African Audience Research Foundation (SAARF) is well on its way following an inclusive meeting with relevant industry bodies on 14 May 2012.
MA(SA) says it initially spearheaded the discussion process to ensure the transparency of the collection of contributions and the sustainability of independent credible research through SAARF as well as the protection of self-regulation through the ASA.
According to a MA(SA) release today, the National Association of Broadcasters (NAB), Out of Home Media South Africa (OHMSA), Print Media South Africa (PMSA), the Advertising Media Forum (AMF) and the Association for Communication and Advertising (ACA) have in principle agreed with MA(SA)'s proposal to institute a transparent collection of contributions to the two bodies and have committed to developing a new funding model.
MA(SA) says the next steps involve evaluating each association's response and identifying common concerns and formulating solutions in order to institute the new funding model. The aim is for a new agreement to be signed by all associations and implemented before December 2013.
"It has been a long and challenging road to get where we are but an important one nonetheless. From the onset we have wanted to reach a consensus amongst industry organisations on sustaining the livelihood of SAARF and the ASA and believe that we have almost reached that objective," says Sarel du Plessis, CEO of MA(SA).