As defined by the European Advertising Standards Alliance (EASA), an effective self-regulation model should be based on the following components:
- Properly funded Self-Regulatory Organisation (SRO)
- Universal and effective codes
- Advice and information
- Prompt and efficient complaint handling
- Independent and impartial adjudication
- Effective sanctions
It is important to establish a procedure for the regular review and updating of the code, ensuring that it keeps abreast of developments in the market place, changes in public concerns and consumer sensitivity, and the advent of new forms of advertising.
It is equally important to make the code widely available and advertisers, agencies and media must be familiar with its contents. This is why the spirits industry has developed training modules for advertising professionals since 2005. The first ones were printed manuals and template powerpoint presentations which have been converted in 2007 into an online training module. The training tools have already been revised twice since the launch to keep abreast of code revisions. The latest update focuses on digital media rules.
As nothing replaces face-to-face information, spiritsEUROPE together with relevant stakeholders in the advertising industry (EASA, EASA, WFA) have embarked in 2011 on a training roadshow across Europe (see details in Annual Roadmap reports).
Go and test your skills at: www.marketresponsibly.eu