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 Copy Advice - The Essentials
What is copy advice?Copy advice is the provision by a self-regulatory organisation (SRO) of an opinion as to whether or not an advertisement complies with advertising rules. It is provided on a confidential basis and usually accompanied by advice on the amendments necessary to bring a non-complying advertisement into line with the rules. Copy advice is provided upon the request of advertisers, agencies or the media. Is copy advice binding?Copy advice provided by an SRO is not usually binding on advertisers, agencies or media which request it. These parties are, however, expected to comply with it, particularly if it has been provided by the SRO's adjudication committee. What are the advantages of copy advice? Seeking copy advice at an early stage in the preparation of a campaign provides advertisers and agencies with a degree of reassurance that it complies with the highest standards of practice. It also prevents wasting time and money on campaigns which breach the rules and are therefore likely to be short-lived. Copy advice can also help to avoid embarrassment and damage to the reputation of an advertiser or a brand caused by adverse publicity if a complaint is upheld. In a wider context, copy advice helps protect the reputation of advertising in general.
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