ACA chief executive Zandile Nzalo says the formation of the forum has been vital because human capital is key to the success of the industry, which relies heavily on intellectual and creative capabilities.
"We needed a personnel presence within the ACA because HR is a strategic driver of business decisions. Our staff need to know that we care about their wellbeing," adds Nzalo.
HR Forum committee member Lerato Ndoro comments that there are many challenges facing the industry workforce which needed to be addressed urgently to ensure the continued viability of the industry. "The first issues we will be addressing are: talent management, succession planning, transformation and employee wellness."
She says the forum will also provide support and share experiences with advertising agencies that do not have an HR function within their business.
The ACA is also warning advertisers to pay more attention to the laws and rules governing advertising before embarking on an advertising campaign, as consumers have become more aware of their rights.
Professor Piet Delport, who heads ACA's Advisory Service, says an analysis of consumer complaints about advertising shows that they are becoming more technical.
"There was a time when complaints were centred around issues concerning exposure of sexually explicit material to children, misuse of religious material but nowadays consumer concerns are more complex and include challenges on use of language, product performance claims and perceptions of communication about food," explains Professor Delport.
He says with the advent of democracy and development in technology access, the South African consumer is more aware of rights and trends are now closely inclined to those in Europe and America.
Legal Advisory Services is a service offered to both ACA members and non-members who are uncertain about the legality of ideas, pictures, wording they may want to use with their campaigns. This service, which also addresses the regulation by the Advertising Code of the Advertising Standards Authority (ASA) helps in avoiding pitfalls such as lawsuits and the withdrawal of campaigns as a result of flouted regulations.
The Association, although wholly independent, works closely with the ASA - the industry's regulatory body - in ensuring implementation and adherence to the industry's codes of good practice.
Professor Delport said advertisers were now beginning to consult more before embarking on production of campaigns, with Legal Advisory Services receiving at least three enquiries a day.
The Legal Advisory Services can be contacted at the ACA on tel +27 (0)11 781 2772 or email .
