the value of advertising...
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Mr Stéphane Martin,
GM ARPP (FR)
11th April 2016, Athens
The value of Advertising Self-regulation
and
its European dimension
2
1. The challenges of self- regulation
3
The French Industry Association For Responsible Advertising
ARPP (ex BVP) was created in 1935 by the Advertising
industry: advertisers, advertising agencies and medias
Since 1992, ARPP clears all TV advertising before
broadcast
The ARPP is financed and managed by the advertising
industry
ARPP is chaired by an independent personality:
François d’Aubert, former Minister
ARPP employs 20 full time staff members
ARPP is certified ISO 9001 since July 2012
1st challenge: Seeking the right balance between Consumer’s protection and Advertising business models preservation…
ARPP gathers the whole value chain of the advertising industry, from advertisers and their agencies, to the medias, including RTB actors, Digital sales houses… and also law firms!
ARPP is solely financed and entirely managed by the advertising industry.
ARPP contributes to the consumer protection and awareness ….
… While preserving the industry from excessive or irrelevant legislation
Decent, honest, truthfull advertising All consumers can bring cases to an independent Jury if an ethic rules seems to be not respected
Professionnals need fair, clear, relevant, creative and flexible rules.
2nd Challenge: Being flexible…
• The real challenge consists in fitting with the strong evolution of the industry.
• Professional rules are freely decided by the
industry, hence naturally respected.
• Professional rules are fastly adopted when necessary, in complement or beyond the law.
• Professional rules are part of international rules
(ICC Code, EASA BPR…), and Self-Regulatory Organizations are present in most of democratic countries.
3rd Challenge: Being creative with the rules…
• Relevant rules, shared best practices, that usefully fulfill some lacks of regulations
• Fitting with new technologies,
formats, supports, actors…
• Drafted by professionals for professionals.
2. ARPP: the main missions
Three main missions
Elaborate Self-regulatory codes
Secure their proper implementation
(copy advice/pre-clearance)
Receive and handle consumer’s complaints
(through our Jury –JDP-)
Elaborate Self regulation Codes
Scope of ARPP Codes:
•Industry sectors: alcoholic drinks, hygiene and
beauty products, automotive, toys, financial services,
consumer credit
•Medias: Internet, TV, outdoor, press, telephone
advertising
•Main topics: children, image of the human being,
races-religions-minority groups, security, etc.
•Technical matters: corrective statements (legal
notes), identification of the adverts…etc.
Secure Proper Implementation And
Handle Complaints
Before broadcasting: copy advice and pre-clearance
-ARPP reviews all media projects: non binding copy advice (for members only)
-ARPP clears all TV commercials with a mandatory and binding
advice (Pre-clearance)
After broadcasting or publication:
-ARPP handles all the complaints submitted by consumers, consumer associations, public bodies or industry competitors and transmits them to the JURY (JDP)
- ARPP can decide, on its own, to intervene on a specific ad
- ARPP conducts and publishes monitorings on specific themes such as the image of human being or environment in advertising…
ARPP Monitorings
ASSOCIATED BODIES
The JURY: JDP. Handles complaints after broadcast or publication. This covers all media. Website: www.jdp-pub.org where adjudications are available online
CPP: committee that gives voice to consumer and environnemental associations on issues concerning advertising and new Codes
CEP: committee that leads reflections and studies on advertising and its role and responsability in french society.
3. The European Alliance: EASA
The Netherlands
Italy
Germany UK Spain Belgium
Hungary
Portugal
Poland
Greece
Czech Rep. Etc…
Ireland
Sweden Romania
Austria Cyprus Turkey
Annex 2 ICC CODE: The need to support and combine efforts with any relevant self-regulatory bodies set up by the industry should be underscored. When established with the means to be effective, such schemes multiply the value of self-regulation. Consultation of self-regulatory decisions and copy advice facilities can also provide deeper understanding of interpretation matters. Article 25 ICC Code : Marketers, communications practitioners or advertising agencies, publishers, media owners and contractors should ensure an appropriate means exists for consumers to make a complaint and that consumers can readily be aware of it and use it easily. Article 26 ICC Code : No marketer, communications practitioner or advertising agency, publisher, media owner or contractor should be party to the publication or distribution of an advertisement or other marketing communication which has been found unacceptable by the relevant self regulatory body. All parties are encouraged to include in their contracts and other agreements pertaining to advertising and other marketing communication, a statement committing the signatories to adhere to the applicable self-regulatory rules and to respect decisions and rulings made by the appropriate self-regulatory body.
Funding and SRO support
EASA’s BPR on SRO Funding : Adequate and properly resourced long-term funding is essential to enable self-regulatory
systems and SROs to comply with EASA’s Best Practice Model. EASA - A Statement of Common Principles and Operating Standards of Best Practice: Self-regulatory systems must be sufficiently resourced and supported to be able to meet their objectives. Industry members should ensure adequate moral and financial support for advertising self-
regulation and its implementing organizations. EASA Best Practice Self-Regulatory Model : Effective self-regulation is the best means of maintaining the freedom to advertise and freedom has a price. Self-regulation is not a cut-price option: it can function effectively only if it is properly funded. A self-regulatory system requires a robust method of funding involving the commitment of all the parties involved in the various sectors of commercial communications. It is important that such a method is sustainable, i.e. affordable and not extravagant, but it should also be buoyant, i.e. so designed that it cannot be placed in jeopardy by the unilateral action of any company or industry sector. Finally, the funding method should be indexed to ensure that it keeps pace with increased costs and reflects changes in the advertising market. A levy system based on a small percentage of all advertising expenditure has been found to be a very satisfactory way of fulfilling all these criteria.
Funding and SRO support
Why responsible advertising isn’t luxury during a socio-economical turmoil:
Freedom of commercial speech and respect of consumer freedom
for an economical and moral recovery
APRIL 2016, Athens
63
7. Self-regulation in the Digital Environment
ARPP
« Digital Advertising »
Code
ARPP Recommendation « Digital Advertising »:
Main rules:
Identification of advertising
Identification of advertiser
Protection of children and teenagers
Taste and decency
Fair, Honest and truthfull advertising
User Generation Content
End user compliance (UX)
ms
Specific rules:
1/ Advergame
2/ Applications
3/ Promotional Blogs / Sponsored-Posts / Promotional Foru
4/ Emails/ SMS / MMS
5/ Gamification
6/ In-game Advertising
7/ Paid-for links
8/ Native advertising
9/ Connected objects
10/ Behavioral advertising and retargeting
11/ Augmented reality
12/ Social Network
13/ VOD / Connected television
14/ Teasing
15/ Virtual world
16/ Viral
Identification of advertising
Compliant « Sponsored
by… »
« In partnership
with… »
« Promoted by… »
« Advertising »
Identification of advertising
Compliant
“Native advertising covers all advertising
formats that adopt or are closely integrated
within the design and appearance of the
website on which they are displayed.”
Promoting substitution solutions of an ad by another ad (based on the Adblock technology).
Fair competion issues Some examples :
o Converse operation « #TheTicket », o Time Out Paris o The Ad Filter
Fair competition
Fair competition
Définition :
“Behavioural advertising refers to the practice of collecting information over time on users’ online activities across multiple (unaffiliated) websites/applications in order to create interest segments or to allocate such viewing behaviour into interest segments for the purposes of delivering advertisements tailored to a web user’s inferred interests and preferences.”
Online behavioural advertising (OBA) & retargeting
YOUR ONLINE CHOICES
Online behavioral advertising (OBA) & retargeting
In-app advertising & advertising for applications
• Identification of the advertising
• End user compliant
• Children protection
• Fair & honest (ex : if addons are not free but
the app is presented as free on the online
store)
.
Applications :
74
Example :
75
8. Education and training
76
The importance of Education
EASA created 3E modules
ARPP delivers trainings in schools, colleges, and in agencies
or at advertisers
ARPP organizes events to promotes self regulatory rules and achivements
3E EDUCATION MODULES :
• Created by American Professor ARTHUR POBER
•A lot of ad examples
• Small groups : interactivity
• Engage discussions
• Encourage reactions and debates
• Trainer must know how to stay quiet and let trainees speak
Thank you for your attention! For more information: EN/FR
www.arpp.org www.jdp-pub.org www.cep-pub.org www.cpp-pub.org @smartinarpp
via Eleni Donta, info@see.gr T. +30 210 68 99 331
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