Responding to the Regulators: United we Stand

Argues that advertisers and their agencies must start to act together in countering flawed complaints against advertisements.

Responding to the Regulators: United We Stand

Brinsley Dresden Lewis Silkin

Investigations by the Advertising Standards Authority (ASA) and the Independent Television Commission (ITC) into complaints about advertising traditionally elicit consistent responses from advertisers and their agencies. The advertiser points to the client/agency contract and says, 'You sort it out.' The agency tries to reduce the damage to its client relationship, while minimising the time and money spent preparing the response. So flawed complaints are upheld and lovingly created advertising is withdrawn prematurely. 

The time has come for this to end. Why? Because of the impact of the...

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