(05-05-2014 01:46 )eccles Wrote: Ofcom have launched a consultation on whether they should extend coregulation of TV advertising for another 5 years. Under the proposals the ASA would handle most advertising complaints, apart from Participation TV and associated areas of gambling and message board teleshopping formats, political adverts, product placement, sponsorship credits and scheduling.
The consultation period runs from 1 to 30 May.
Just a reminder that this consultation runs out in about a week. If you have a view be sure to send your submission before the closing date. If it after Ofcom can ignore it, though they have been flexible in the past for large complex consultations when the closing date has been a Friday.
10a "Should ASA(B) consider complaints concerning Participation TV and associated areas of gambling and message board teleshopping formats?"
Ofcom say NO, they should retain control.
They advance no argument in support of this, reasoned or otherwise.
Why should these areas be singled out for special treatment? Does Ofcom consider the ASA incompetent lacking in skill, or lacking research data? Are there no equivalents in print? On internet ads?
Or does Ofcom think the ASA will be more lenient?
Apart from sin channels (sex and gambling), the only other area where Ofcom wants to remain hands on is political advertising. Draw your own conclusions.
10i "10i – Audience Research
(ASA(B)/BCAP must “establish a comprehensive programme of quantitative and qualitative research to, among (many) other things, monitor KPIs)"
Pot. Kettle. Black.
Ofcoms own research into public acceptability of sexual content is over 5 years old, raising doubts about whether it is still current or relevant.
It was based on a qualitative study of a relatively small group of people, yet Ofcom require ASA to have "comprehensive" research that is both "quantitative and qualitative".
Ofcoms study into PIN protection of adult channels as well as their summary of other peoples research into the effects of adult content on children must be at least as old, if not older.
If Ofcom itself does not have " comprehensive ... quantitative and qualitative research" that is valid (ie up to date) does that disqualify them from regulating these areas? Or are double standards acceptable?
14-19 "Should Ofcom consider an alternative constitution for ASA(B)?"
Is the ASA subject to the same controls as other public sector organisations, or is it exempt from proper democratic controls? Freedom of Information? Publication of contracts? Members appointed by an impartial government body? However well meaning and impartial, the fact is the ASA is a private limited company (limited by guarantee) whose ownership appears opaque. If statutory powers are delegated to private companies, should those companies be subject to the same level of scrutiny as public ones? Who decides who sits on the board? Are minutes and policies published? Either its important for all regulators, or its important for none. Ownership should not enter into it.
Consultation