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30 Mar 2012
Commissioner Dalli praises advertising self-regulation

PRESS RELEASE(French version below)

FOR IMMEDIATE RELEASE

 

 

Commissioner Dalli praises advertising self-regulation

 

[Brussels, 29 March 2012]: Commissioner Dalli yesterday praised advertising self-regulation and the strengthening of self-regulatory mechanisms in this field at Advertising: we care!, a half day event organised by the European Advertising Standards Alliance on the occasion of its 20th anniversary.

 

Over 120 delegates representing European public authorities, consumer organisations and the advertising industry, listened as keynote speaker Commissioner Dalli set out his view that advertising self-regulation can be a useful tool, which can helpfully complement the work of public enforcers.

 

Commissioner Dalli also highlighted that advertising self-regulation can serve as best practice provided that is trusted and adequately monitored, something which was strongly reflected in the opinions of both advertising industry representatives and opinion makers in the two panel discussions.

 

Opening the conference, EASA Chairman Ildiko Fazekas highlighted the contribution of advertising to the European economy but also stressed the need for responsibility and sensitivity to the impact on vulnerable consumers.

 

Guy Parker, Chief Executive of the UK advertising watchdog Advertising Standards Authority set out at the beginning of the conference that although regulators and consumer groups tend to focus on very specific issues including alcohol and food advertising as well as ‘green claims’ and online data protection, the general public mostly focuses on potentially misleading advertising when they complain about advertising content.

 

In closing, Dominic Lyle, Director of the European Association for Communication Agencies put forward three visionary aims for the advertising self-regulatory systems across Europe. One: to get better European-level and national level recognition as well as support. Two: to achieve greater awareness of the systems among the general public. Three: to integrate sector commitments into the general umbrella of advertising self-regulation.

 

- ENDS -

 

 

For press enquiries please contact:

Renée Brautigam, EASA Communications & International Relations Manager

communications(at)easa-alliance.org

+32 2 513 78 06

 

 

Notes to editors:

 

The European Advertising Standards Alliance (EASA) is a non-profit organisation based in Brussels and is the single voice of advertising self-regulation in Europe. It acts as the coordination point for advertising self-regulatory bodies and systems across Europe and beyond. EASA brings together 34 advertising self-regulatory organisations (26 from 24 European countries as well as advertising self-regulatory organisations in Australia, Brazil, Canada, Chile, India, New Zealand, Peru and South Africa) and 16 organisations representing the advertising industry (advertisers, agencies and the media) both globally and in Europe – www.easa-alliance.org.

 

The Advertising: we care! conference was organised to highlight the value of advertising self-regulation in the creation of responsible advertising and focused on the critical role of responsible advertising in empowering consumer choice as well as its effect on economic growth. More information on www.advertisingwecare.org

 

 

VERSION  FRANÇAISE

Le Commissaire européen John Dalli loue la régulation professionnelle publicitaire
 
Bruxelles, 29 mars 2012 : Le Commissaire Dalli a loué la régulation professionnelle de la publicité et le système de régulation professionnelle pendant la journée « Advertising: we care ! ». Cette journée était organisée ce 28 mars par l’Alliance Européenne pour l’Ethique en Publicité à l’occasion de ses 20 ans. 

Pendant cet événement, plus de 120 personnes représentant les autorités européennes, les associations de consommateurs et l’ensemble de la profession publicitaire ont écouté le Commissaire John Dalli exposer son point de vue selon lequel la régulation professionnelle de la publicité peut être un outil très utile pour compléter le travail des autorités.
Le Commissaire a également affirmé que la régulation professionnelle établira un modèle solide de bonne pratique si elle est crédible et fournit des instruments de surveillance efficace.

A l’ouverture des débats, la Présidente de l’EASA, Ildiko Fazekas, a souligné l’importance économique de la publicité dans l’Union Européenne mais a rappelé l’importance pour la profession d’être responsable et sensible à l’impact que la publicité peut avoir sur les consommateurs les plus vulnérables.

 

Guy Parker, Directeur Général de l’organisme de régulation professionnelle de la publicité au Royaume Uni (Advertising Standards Authority - ASA), a remarqué que, même si les autorités et les associations de consommateurs se concentrent sur des problèmes spécifiques tels que la publicité en faveur de l’alcool ou de produits alimentaires et les allégations environnementales, l’intérêt du public se porte plus sur les publicités trompeuses et leur contenu.

 

En conclusion, M. Dominic Lyle, Directeur Général de l’Association européennes des agences-conseils en communication (EACA), a mis en avant trois objectifs visionnaires pour l’avenir de la régulation professionnelle en Europe : acquérir un meilleur soutien et reconnaissance au niveau national et européen de la régulation professionnelle, renforcer la pédagogie et la communication envers le public et enfin intégrer des engagements par secteur au sein du corpus général de régulation professionnelle de la publicité.
 


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