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Self-regulation has been quoted by several DGs of the European Commission as a viable method of regulating the advertising industry and has been put forward as the preferred method of regulation in several directives and papers. Directorate General for Health and Consumer Protection (DG SANCO)"I am sure that we can go further together to establish advertising self-regulation as a living best practice model – it [self-regulation] has an important role to play in a modern and efficient regulatory framework….” Meglena Kuneva, Consumer Protection Commissioner 2004-2009 (Intro Blue Book) “I am confident that self-regulation will be given the full weight in society’s choices among the menu of regulatory options.” Robert Madelin, Director-General (Advertising Round Table Report) Information Society and Media Directorate General (DG INFSO)“The increasing sense of responsibility of the ad industry could in my view lead to deregulation in the field of advertising” Vivianne Reding, Information Commissioner 2004-2009 (Liverpool, 22 Sept 2005) Article 3 (7) states that co- and/or self-regulation have proven to be valuable instruments in some Member States. The AMS obliges the Member States to encourage such mechanisms at national level in the fields coordinated by AMS to the extent permitted by their legal systems. The white paper recognises the added value of and supports advertising self-regulation. Commission does not intend to implement the strategy through specific new legislative proposals. Articles 10 and 11 of the UCP recognise the valuable role played by voluntary business self-regulation.
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