Poor regulation hampers the Middle Eastern advertising industry (page 2 of 2)

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BCAP: British code of advertising practice

A voluntary code covering all print advertising and administered by the UK's Advertising Standards Authority. For recognition purposes, advertising agencies must support BCAP.

Its basic principle is that advertising should be legal, decent and honest and the public are invited to make written complaints about offending or misleading advertisements. BCAP has no power to penalise, but can recommend modifications or non-repetition of misleading claims in the future.

It publishes monthly reports on its investigations, recording whether or not complaints were upheld.

For the purpose of claiming commission on media purchases, advertising agencies and media independents must apply to NAP, NS, PPA, ITVA, AIRC for recognition. This is granted once the bodies are presented with satisfactory evidence of credit worthiness (ability to pay media bills promptly) and the acceptance of the British Code of Advertising Practice.

The Office of Fair Trading in 1976, under Restrictive Trade Practices Act 1976, ruled that it was monopolistic for media bodies to guarantee a rate of commission which became negotiable between agencies and media owners.

A commission system is used as a method of recognising advertising agents by NPA, NS, PRA, ITVA, AIRC, so that they may receive commission on media purchases. Agencies are required to show proof of credit worthiness so that media bills are paid promptly, and to adhere to British Code of Advertising Practice.

The advertising industry is a serious business and as such warrants proper regulation if it is to thrive. While not all of the above bodies may be right for the GCC, the region can certainly learn from them and adapt their practices to help the advertising industry improve.

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