Despite the creation of Ofcom, the new supra-regulator responsible for all broadcast media, telecoms and the internet, the British government confirmed Wednesday that the advertising industry will continue to be largely self-regulating – albeit under Ofcom’s aegis.

The issue received a prominent placing in the government’s Communications Bill, published yesterday in its final draft. Although the continuance of quasi-independent self-regulation came as no surprise, it was welcomed by the ad industry with a sigh of relief.

“We are pleased with the bill as it’s a good step for us to have self-regulation on page three of the bill. The government have been true to their word and have listened to the Puttnam committee and the united voice of industry,” said Ian Twinn, director of public affairs at ISBA (the Incorporated Society of British Advertisers).

Advertisers, agencies and the media will now work together to construct a regulatory framework for Ofcom’s approval. “[The ball is back in] our court to work out a good system for self-regulation,” said Twinn.

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