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Hopes that TV and radio commercials will be brought into line with the self-regulatory system for print advertising have been boosted by a U-turn by the Government.
Ministers announced on Tuesday that they will allow Ofcom, the new communications regulator, to devolve control of broadcast advertising to a new self-regulatory body similar to the Advertising Standards Authority.
The rethink is a victory for the ad industry, which has been at loggerheads with the Government over its reluctance to give a firm green light to self-regulation for TV and radio ads. The Advertising Association had threatened to end talks with Whitehall after it appeared to cool on the idea.
But the Government adopted much more positive language about the AA's plan this week when it replied to the Parliamentary committee, headed by Lord Puttnam, which has been examining its Draft Communications Bill.
The culture secretary, Tessa Jowell, and the trade and industry secretary, Patricia Hewitt, said: 'The Government has reviewed the position and will modify the Bill to ensure there are no unnecessary barriers to self-regulation. Broadcast advertising regulation is an area where Ofcom may consider contracting out arrangements if appropriate, subject to the industry coming ...