News

Ofcom agree to extend Advertising Advisory Committee remit

By Jess Browne-Swinburne

8 Oct 2019

The panel's remit extension will strengthen the consumer's voice.

Following a consultation, the ASA co-regulatory partner for broadcast advertising, Ofcom, has agreed to changes to the Memorandum of Understanding (MoU) between it, BCAP and the ASA, opening the way to extend the remit of the Advertising Advisory Committee (AAC). The AAC will now provide advice on non-broadcast advertising policy alongside the advice it provides already on broadcast advertising matters.

The AAC is an independent consumer panel that works to ensure a consumer perspective is taken into account when BCAP considers rules and guidance governing TV and radio ads. Its advice is given from a citizen-consumer perspective, which set alongside the benefits of public consultation, helps to ensure the UK Advertising Codes are informed by the widest spectrum of voices.

The Committees of Advertising Practice requested Ofcom facilitate the extension of the remit of the AAC as an acknowledgement of and to reflect the increasing convergence between broadcast and non-broadcast advertising issues. Extending the remit of the AAC enables it to provide a consumer perspective on advertising standards across all media.

Welcoming this development, James Best the Chairman of CAP said: “The AAC provides an important check and balance on the development of UK advertising standards. With the lines between broadcast and non-broadcast advertising moving ever closer, the extension of the AAC’s remit is a logical and welcome step.”

Stephen Locke, the Chairman of the AAC said: “The work of the AAC, independent of the advertising industry, is integral to ensuring we give a voice to consumers in the shaping of clear and effective rules that govern UK advertising. I look forward to working with my colleagues on the panel’s consideration of non-broadcast advertising issues and continuing to put the consumer perspective at the heart of what we do.”

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