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Dealing with New Information and Communications Technology

Dealing with New Information and Communications Technology. T he US Self Regulatory experience. Presented by C. Lee Peeler, President and CEO, Advertising Self-Regulatory Council Executive Vice-President, Council of Better Business Bureaus August 9, 2014.

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Dealing with New Information and Communications Technology

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  1. Dealing with New Information and Communications Technology The US Self Regulatory experience Presented by C. Lee Peeler, President and CEO, Advertising Self-Regulatory Council Executive Vice-President, Council of Better Business Bureaus August 9, 2014

  2. Overview: U.S. Advertising Self-Regulation Model Standard=truthful and substantiated

  3. Overview: U.S. Advertising Self-Regulation Model • Complies with data collection standards • Complies with standards for advertising to children under 12

  4. Regulatory Support “In the advertising industry, the ASRC is a key example of a self-regulation success story. Created by the advertising industry, and administered by the BBB to ensure independence, the ASRC sets standards for truth and accuracy in advertising that are enforced by the National Advertising Division (NAD) and appealed to the National Advertising Review Board (NARB). On average, the process issues about 200 decisions each year, using FTC advertising substantiation standards in its work. Unlike the government process, which, at times, can move slowly, the goal of the ASRC process is to resolve cases in 60 to 90 days. If the advertiser refuses to comply, then the NAD refers the matter to the appropriate government agency, often the FTC, for review. The NAD not only alleviates some of the FTC’s burden in monitoring deceptive advertising, but, through a transparent process, it issues self-regulatory decisions that provide useful guidance to advertisers going forward.” –Maureen K. Ohlhausen, Commissioner, Federal Trade Commission, June 24, 2014

  5. Definition: National Advertising “The term ‘national advertising’ shall include any paid commercial message, in any medium (including labeling), if it has the purpose of inducing a sale or other commercial transaction or persuading the audience of the value or usefulness of a company, product or service; if it is disseminated nationally or to a substantial portion of the United States, or is test market advertising prepared for national campaigns; and if the content is controlled by the advertiser.” – The Advertising Industry’s Voluntary Process of Self-Regulation 1.1 (A) Definitions

  6. Overview: Global Ad Spend Source: ZenithOptimedia, August 2013

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