MASA to hold critical Advertising Code workshops

The ASA is a self-regulatory initiative, set up by the marketing industry and funded by a levy that is paid to the Levy Collection Agency (LCA). Many marketers remain unaware that they pay this levy or that they are critical in determining the nature mandate and future viability of the self-regulatory structures. This review process is an important opportunity for the industry to get closer to its own creation and to have a say in determining the future of self-regulation in the marketing environment of this country.

The workshops will be held on Thursday 21 January 2010 (venue: GIBS Illovo Johannesburg) and Thursday 11 February (venue: Tiger Brands Bryanston Sandton) - both events starting at 9.30am and ending at 12.30pm.

Workshop objectives

• Understanding the ASA Code and its implementation
  
• Understanding the ASA Mandate and its links to current and future legislation
  
• Exploring how other organisations deal with their codes (for example the Broadcasting Complaints Commission as a local example and examples provided by the World Federation of Advertisers)
  
• Additional reading can be obtained from the following websites:
  • The Charter of the European Advertising Standards Alliance (EASA) adopted in 2004 (www.easa-alliance.org/page.aspx/237)
  • The consolidated code of the International Chamber of Commerce: www.iccwbo.org/policy/marketing/id8532/index.html
  • The website of the Broadcasting Complaints Commission - www.bccsa.co.za
  
• The outcome of the second workshop will be suggestions and comments that could be included in a comprehensive submission to the ASA.
  
• Receiving and discussing suggestions and comments that could guide the industry as to how these self-regulatory structures can be adequately financed to be sustainable and effective in terms of their mandates.

Input parameters

Research (conducted by SAARF) requires ever more levels of funding to remain relevant and the ASA is required to deliver on a very complex code that also requires increasing levels of funding.

As funding is limited in the current economic environment, a number of choices have to be made by marketers. One place to start is to make sure that the code, the main driver of the cost structure of the ASA, is in fact viable and meets the requirements of the marketing industry.

Firstly, all marketers need to read and understand the code, as well as to know exactly how it is implemented - available on the ASA website www.asasa.org.za. Secondly, attend both workshops, as the second one builds on the understandings gained in the first. Finally, submit comments and suggestions, which will be consolidated into a comprehensive submission.

Senior marketers, advertising agencies & media representatives appointed by the industry to serve on the Code Revision Committee will consider proposed changes and circulate recommendations to all industry bodies. The voting members appointed by industry bodies will make final decisions at ASA's AGM.

Workshop chair, attendees, bookings

Dr Ivan May has agreed to assist in the facilitation of these workshops and other leading marketers have been consulted in the interim (including Chris Moerdyk, who is a member of the Marketing Association Technical Committee). In addition, representatives from other industry bodies as well as the management of the ASA will attend the workshops. All interested parties are asked to email Bonny Benadé on .