Transcript Dealing with New Information and Communications Technology

Dealing with New Information
and Communications Technology
The US Self Regulatory experience
Presented by C. Lee Peeler, President and CEO, Advertising Self-Regulatory Council
Executive Vice-President, Council of Better Business Bureaus
August 9, 2014
Overview: U.S. Advertising
Self-Regulation Model
Standard=truthful and
substantiated
Overview: U.S. Advertising
Self-Regulation Model
• Complies with data
collection standards
• Complies with standards
for advertising to children
under 12
Regulatory Support
“In the advertising industry, the ASRC is a key example of a selfregulation success story.
Created by the advertising industry, and administered by the BBB to
ensure independence, the ASRC sets standards for truth and accuracy
in advertising that are enforced by the National Advertising Division
(NAD) and appealed to the National Advertising Review Board (NARB).
On average, the process issues about 200 decisions each year, using
FTC advertising substantiation standards in its work. Unlike the
government process, which, at times, can move slowly, the goal of the
ASRC process is to resolve cases in 60 to 90 days.
If the advertiser refuses to comply, then the NAD refers the matter to
the appropriate government agency, often the FTC, for review. The
NAD not only alleviates some of the FTC’s burden in monitoring
deceptive advertising, but, through a transparent process, it issues
self-regulatory decisions that provide useful guidance to advertisers
going forward.”
–Maureen K. Ohlhausen, Commissioner, Federal Trade Commission, June 24, 2014
Definition: National
Advertising
“The term ‘national advertising’ shall include
any paid commercial message, in any medium
(including labeling), if it has the purpose of
inducing a sale or other commercial transaction or
persuading the audience of the value or usefulness
of a company, product or service; if it is
disseminated nationally or to a substantial portion
of the United States, or is test market advertising
prepared for national campaigns; and if the content
is controlled by the advertiser.”
– The Advertising Industry’s Voluntary Process of Self-Regulation
1.1 (A) Definitions
Overview: Global Ad Spend
Source: ZenithOptimedia, August 2013