Nov 5, 2014 - BCAP as well as the global ICC Advertising and Marketing ... Use of social media and a duty of care to con
Financial Conduct Authority Social Media and Customer Communications ISBA – the Voice of British Advertisers is the representative body for UK advertisers. We have over 400 members from all business sectors, the public service and not for profit. The unifying factor is the importance of responsible advertising, effective relations with agencies and media. We are also the advertisers’ representative in the advertising self-regulation system being members of CAP and BCAP as well as the global ICC Advertising and Marketing Commission. Alongside the advertising agency body IPA and the media we are members of the UK Advertising Association. Guidance consultation: Advertisers welcome clear guidance and the open opportunity to be part of the process of developing the Authority’s thinking. Use of social media and a duty of care to consumers: As the nature of marketing communication has changed to take advantage of new the opportunities of social media the challenges for advertisers to be fair, clear and not misleading have increased. In the same way the challenge for legislators, regulators and code writers has also increased. Advertisers take their responsibilities seriously; it is in no one’s interests for these communications to be seen by the public as misleading or unreliable. Nor is it in anyone’s interests for us to have a regulatory or self-regulatory approach which does not have the public’s respect or is open to ridicule. The challenge of ‘media neutrality’: The FCA’s rules seek media neutrality ensuring that a basic minimum of information is available to the public. Yet the very nature of some of the social media channels make a proscriptive approach impossible if the media is to be used. The FCA’s clear advice on moving banners, on the use of images in Twitter and the inclusion of website links are welcomed by ISBA. Conclusions: ISBA supports the FCA’s thinking and welcomes an approach that recognises the capability of different media channels. We welcome the emphasis on responsible advertising and the support for the ASA/CAP system of advertising regulation. We welcome the common adoption of the use of #ad in tweets, the support of sign posting, and the broad principled support for the use of warnings in images. We firmly believe that a broad interpretation on how media neutrality can be achieved will reinforce respect for effective and fair regulation. 5 November 2014 Contact Ian Twinn, Director of Public Affairs ISBA – the Voice of British Advertisers 12 Henrietta Street, Covent Garden, London WC2E 8LH www.isba.org.uk
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