Opinion: Perspective - It's in advertising's interest to heed call to Action.(Paul Bainsfair to resign from TBWA Advertising Inc.)

Well, we would say that, wouldn't we? That advertising should be protected from further infringements on its freedom (page 20).

Of course we would say that. Not just because as a magazine representing the communications industry it's our duty to support that industry, but also because it is what we believe.

It's probably what you believe too. I can't imagine there are many people in this business that don't. Which makes it all the more surprising that collectively the industry (agencies, clients, media owners) has had such a quiet voice on the subject so far.

Part of the reason for the low-key defence is the failure of all our interested parties to work together to promote the benefits of advertising, its contribution to the economy and to business, to stress the punitive self-regulatory measures already in place, and to underline the role advertising can play in disseminating positive messages. We've already lost some crucial battles, we cannot afford to lose any more.

Now, as all ads for so-called junk food were withdrawn from children's airtime last weekend, as we begin the countdown to the launch of gambling ads which will give the lobbyists more ammo, as David Cameron launches an enquiry into 'how can society protect children better from the commercialisation of childhood', and as Gordon Brown prepares to pick up where Blair left off on the subject of advertising to children, we need to work together to confidently promote advertising.

It's not easy to work out what to do. The danger is that we fall into the trap of verbiage, of partisan superficialities that simply provide another opening for the relentless, vocal and determined anti-advertising lobbyists. So we need to be clear, specific, energetic, with known goals which the entire industry works together to achieve. The alternative, of course, is further erosion of advertising freedoms.

Our new campaign, Action For Ads, is designed to be a rallying cry for the industry to work ...