The British government’s decision to allow self-regulation of broadcast advertising has been warmly received by the nation’s trade bodies.

Ministers announced last week that they would amend the Communications Bill to remove barriers to accredited self-regulation, paving the way for similar policing of TV and radio ads as exists for the print sector.

The IPA (Institute of Practitioners in Advertising), ISBA (Incorporated Society of British Advertisers) and the Advertising Association applauded the move, for which all three have been lobbying.

“This is the culmination of two years’ very hard work,” declared AA director general Andrew Brown. “However, there is still a lot of work to do in designing the system we have asked for, and we are relying on the continued support and input of all our stakeholders as the Bill progresses through the parliamentary process.”

Such sentiments were echoed at the IPA, whose director general, Hamish Pringle, emphasised “the challenges presented by digital media, the importance of brands maintaining the confidence of their consumers and the need to avoid different regulatory bodies taking different views of essentially the same brand communications in different media channels.”

Data sourced from: IPA Online (UK); additional content by WARC staff