Britain’s advertising industry has put in place a successful, world leading system of self-regulation, which is funded by advertisers themselves who pay a levy (0.1%) on their display advertising spend.
By implementing strict rules and keeping our own house in order we remove the need for unnecessary statutory control and oversight by government.
These rules – the advertising codes – are implemented through the two committees of advertising practice on which ISBA sits: Non-Broadcast (CAP) and Broadcast (BCAP). The Advertising Standards Authority (ASA) is the independent adjudicator on complaints against the codes.
The codes themselves state that marketing communications should be legal, decent, honest and truthful, prepared responsibly and should respect the principles of fair competition. The independence of the ASA in coming to its decisions means that consumers are protected and businesses benefit because the integrity of their marketing is assured.
The key principle behind the self-regulatory system is trust. By creating and following the self-imposed advertising codes, advertisers, agencies, media owners and all those involved in the production process can be confident that their marketing has the trust of the consuming public.
ISBA works on behalf of its members in the following advertising policy areas:
39 Kb | 17 Jul 2007
