What is copy advice?
Copy advice is a service provided by self-regulatory organisations (SROs) to advertisers, agencies or the media on the compliance of an advertisement with self-regulatory rules and the applicable national law. Copy advice is provided on a voluntary and confidential basis, and usually accompanied by advice on the amendments necessary to bring a non-complying advertisement into line with the rules.
Who should seek copy advice and what are the advantages?
Anyone who would like to run a campaign in one or more countries and wishes to ensure an ad is compliant with the national advertising code(s) should seek 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 time and money being wasted on campaigns which breach the rules and are therefore likely to be short-lived. In a wider context, copy advice helps protect the reputation of advertising in general.
Does copy advice guarantee that there will be no complaints?
Copy advice reduces the risk of infringements of the rules and consequently of an advertisement giving rise to complaints of substance, although it cannot completely eliminate the risk. Though each agent in the advertising value chain bears responsibility over an ad’s content commensurate to their role, final and primary responsibility for the veracity of advertising content and claims rests with the advertiser. If a complaint is received, the SRO’s jury will take account of the preliminary advice and the advertiser’s subsequent changes, if any.
Is copy advice confidential?
All information submitted by or on behalf of advertisers are always treated confidentially by the Self-Regulatory Organisation.
How does it work?
All correspondence following a submission happens between the enquiring party and the Self-Regulatory Organisation. Each system is unique and reflects the local traditions, language, culture and history. The content and nature of the advice may, therefore, vary between countries.
Advertisers, agencies and/or media that would like to get advice from just one self-regulatory organisation are advised to contact the self-regulatory organisation of the country of interest.
