ASA scoops consumer championship award

The award was presented by the minister at an event organised by the DTI's Consumer and Corporate Regulation Division on Friday, 14 March.

The main aim of the awards was to recognise the contribution of individuals and organisations in protecting consumer rights and ensuring that high standards of service are established. The criteria used in judging the winner in the Industry Associations category is as follows:

• Ensuring strict compliance of the code of conduct .

• Visible, accessible and responsive mechanisms for addressing consumer complaints.

• Providing objective information and education to consumers.

• Taking active steps to eliminate unfair advertising and harmful business practice.

• Ensuring respectful, humane and dignified treatment of consumers, irrespective of race, age or gender.

• Regularly consulting consumers about standards and ensuring that they are represented in decision-making.

The ASA having met all the criteria "is a clear indication that advertising self-regulation is working," said Deline Beukes, the Executive Director of the ASA.

Beukes further pointed out that she believes that the ASA is alert and receptive to the demands of a society in transition. She also mentioned that the ASA's response to this challenge has placed this body in line with the world trend toward equitable, participative and inclusive self-regulation in the interest of the consumer.