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The Government has pledged its support for the advertising industry in its battle to prevent new European Union rules protecting consumers undermining agencies' freedom to run EU-wide campaigns.
The Department of Trade and Industry has moved to allay the fears of the Advertising Association that an EU directive on consumer protection could end the current rule under which an ad legal in its country of origin can run in all 15 EU states.
The DTI said the EU proposals were an opportunity to enshrine into EU law existing rules such as the "country of origin" provision and Britain's self-regulatory system for monitoring ads.
British ministers will fight to ensure the industry's freedom are safeguarded when plans outlined in a European ...