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The European Advertising Standards Alliance (EASA) are the European voice of advertising self-regulation.
Their mission is to promote responsible advertising through best practice in self-regulation across the Single Market for the benefit of consumers and business.
See their website for more information about the principles of self regulation in the advertising industry and advertising on the European level:
Self-regulation in the advertising sector is the recognition by the advertising industry (advertisers, agencies and the media) that advertising should comply to a set of ethical rules, namely that it should be legal, decent, honest and truthful, prepared with a sense of social responsibility to the consumer and society as a whole and with due respect to the rules of fair competition.
The Advertising Standards Authority is the independent body set up by the advertising industry to police the rules laid down in the advertising codes. The strength of the self-regulatory system lies in both the independence of the ASA and the support and commitment of the advertising industry, through the Committee of Advertising Practice (CAP), to the standards of the codes, protecting consumers and creating a level playing field for advertisers.
Please see the ASA website with comprehensive information on the current system for regulating advertising online here: http://www.asa.org.uk/asa
The DMG is the communications industry policy group consisting of a variety of industry bodies made up of experts and practitioners from a cross section of industry – traditional and digital media owners, agencies and advertisers are all represented.
The DMG’s aim is to ensure that the system for regulating advertising standards and protecting consumers is itself robust and respondent to digital media . To this end, the Digital Media Group is working on sector-neutral basis to ensure the effective function of the system itself online.
The Advertising Standards Authority (ASA) is the independent administrator of the advertising regulatory codes. As such, the Digital Media Group has invited the ASA to answer the questions of the Group on the different kinds of complaints it currently receives about digital advertising. We aim to ensure that the final policy proposals are evidence-based and fully workable
• DMG is one Corporate Social Responsibility initiative amongst many within industry to ensure that the codes are up to scratch for the digital age.
• Other initiatives include the following amongst many others. eg: Broadband Stakeholder Group content regulations, IAB 'IASH' scheme, ISBA guidance, EU online pledge, Mobile Marketing Association Guidelines. Please see the links on the main site to these projects.
• DMG is engaged fully with Government and Parliamentary initiatives such as the Byron Review on children online, the Culture, Media and Sport Select Committee, Audiovisual Media Services Directive, and the Government Convergence Thinktank.
• The DMG will make proposals for a system of self regulation of digital media to the Advertising Industry, through the auspices of the Advertising Association (AA).
• The proposals will cover the likely remit, funding and method of enforcement of such a system. These proposals will be cognisant of, and synergistic with, the current system of self regulation (CAP and the ASA) and in synchrony with timings of the revision of the CAP code. To this end, it will make a recommendation to the AA Finance and Policy Group, which must be endorsed by the AA Council, prior to submission to, and implementation by, the relevant bodies.
• DMG policy will likely be subject to public consultation through CAP and the ASA if this is appropriate, prior to implementation.
The DMG’s terms of reference are as follows:
• Deliberate on and recommend the parameters of the proposed system, encompassing all communications appearing in digital media. Part of this process will be to consider the existing self-regulation system and to try to create some over-arching principles that can progressively develop as the media develop.
• Recommend principles to determine those communications which should and can practically be included.
• Advise on methods of enforcement to ensure the success of the future system.
• Advise on and recommend a practical, fair and robust funding mechanism for self regulation of digital media.
• Ensure a broad spectrum of representation of contributing constituents within, and occasionally invited to, the Group.
• DMG stands for the Digital Media Group at The Advertising Association. How does DMG fit in to other advertising industry Corporate Social Responsibility initiatives?