EUROPEAN ADVERTISING STANDARDS *-ALL1jNNCE E,.:;Z3PEENNE FOUR VETHIQUE EN PUBLICITE FAX MESSAGE TO/ A: Caroline Easter Fax: 02/513.25Z3 Unklaters & Pains FROW DF-.- Kasia Scocc'ns File. DATE: December 9,1994 No. of Pages: 6 P-EF - ALLIANCE COMMENTS ON THE EC COMMISSION GREEN PAPER QUESTIONNAIRE REGARDING COMMERCIAL COMMUNICATION Dear Ms. Easter, Following a telephone callfrom your office this morning, please find enclosed a copy of the above submission together with our Press Release. I am also sending you a copy of our latest newsletter, "Alliance Update No. 2" by post today- Yours sincerely, 0 10a rue de la Npinii!re B - 1000 Brussels Belgium !11~) Tel.: + 32 Z .513 78 06 Fax: + 32 2 .513 29 61 Q1-4 \.0- T BAT Industries document for Legal Services Health Canada 20 October 1999 ALMANCE EUROPEENNE POUR L'ETHIQUE EN PUBLIC17E Press Release THE EASA PROMOTES SELF-REGULATION TO EC The Ewopean. Adve-iqrig Standards Alliance (EASA) representing 18 advertising &elfregulatory bodies in 15 European countries has made a submission to DG XV of the Euiopean Comm sion on the Co=ission's questionnaire regarding the green paper on commercial communications. The Alliance and its menobers vvelcome~ the opportunity to answer the Commis&iorn's questionnaire as well. as submitting the completed forms commented that: 0. unlike certain Ic6slation, whether product or sector specific, self-regulation does not create buTiers to free circulation of goods and serices bans on producuts or on the use of particular media are the source of barriers and disharmony; seff-rcgulati= allows for flmble, rapid handling of all issues related to a d-verti sing. SeY- regulation helps maintain the fluidity of mukets by its fle)dble and adaptable n2ture. In its latest newsle-er the Alliance Update no. 2.. released this week, the Alliance highlights its involvement in EU az-tivities including as well as commercial communication. car advertising and consumer access to justice- "We are pleased to be actively participating in these Comrms~ion debates and prmidirts! eNidence that self-regulation in advertising is alive and works around Euxope" said Dr Oliver Gray, DiTector-General of the Alliance. Tbe Alliance Update no.2 also contains a quarterly report on crossborder complaints -Aitb details of 10 cases handled and resolved under the Alliance's cross-border complaints system since its last report in May. Ca5es handled include cross-border complaints regarding the promotion of promisc~y and the dezigration of the Eujopeam flag in a travel advertisement, the encouragement of smolzing and impression to cUdTen that smoking could lead to monetary gam raised in a prize draw advertisement by a tobacco company and the misleading promotion of a free camera offer in anewspapei. The Al;iancc!s cross-border coapWnts system, ensures that a consumer situated in one ETJ country can have his complaint handled about an advertisj.~t f~atured in a medium establisbed in anotber EU country. The Alliance Update no. 2 including the cross-border complaints report is available frorn the AMance Secretariat. Further details can be obtained from Dr Oliver Gray, Director-General or Kasia Scoggins, Assistant Tel: 513 78 06 Fax: 513 28 61 10aruedefaP6p;ni,~re 100DEruxelles Belgium Tel 4- 32 2. S13 78 06 Fax + 32 2. 513 28 St r1_j associaboninterra,;o.nateNo.d'iden!ificaton7O7i'-~4 Bank Pa6bas 562-25338-OD-14 TVA45093-3-J006 CD r\-) L-4 U1 CD CD BAT Industries document for Legal Services Health Canada 20 October 1999 Novembcr 2. 1994 ALLIANCE COMMENTS ON THE EC COMNIISSION GREEN PAPER QUESTIONNAIRE REGARDING CON1NEERCIAL COMMUNICATIONS he Alliance very much appreciated being included in the Commission's questionnaire and telephone zurvey or n commercial communications, the results of which will serve as a basis for the forthcoming 9,!.een paper. For years we have awaited the establishment of the Single Market: today it exists. It is clear, 1-owever. that those demographic, linguistic and socio-economic factors which give Europe as a whole its unique diversity will not disappear overnight at the wave of a magic wand. In this respect advenising is no exception: its practical application is and will remain different from one country zo another. Thus, for example, legal problems will be considered from a different perspective depending on whether the country's legal tradition is Anglo Saxon or Utin. In matters of taste, adver-tising must have regard to its social and cultural impact and must avoid offending individual or collective sensibilities. It must, moreover. respect the quality of life and the tnv~onmeni. Tlierefore, while it may be necessary to harmonise niles and codes of practict, it is also of prime importance that this should be undertaken with proper respect for the customs and culture prevailing in each country. It seems to us that any attempt to regulate advertising content from the centre is unworkable and *,ound to reduce everything to a lowest common denominator. In our view, self-regulation is ideally suited to providing a rapid and effective solution to any problems -vvhich may arise. I~et us, first of all, consider what it is that makes self-regulation special. EASA - association Internationale no. d1dentification 707/94 10a rue de la P6pinl4re looo Brussels 9GI91UM Tel + 322. 513 78 06Pax + 322. 513 28 61 Bank Paribas 552-2S33800-14 TVA 450 933 006 .-\j ZD '--4 ,:D BAT Industries document for Legal Services : Health Canada 20 October 1999 Nov-,rnbc, 2. 1994 Also ~_-own in sorme ccuntries as *auto-control", self-regulation allaws the prol,,_,ss~onals concerned to adopt, thro,.igh a co-ordinating body, genemil codes of conduct, fteely dLcusscd azv! consented to. To this are added various s.-ztoral cc-des, also established by & profession itself and a*-nle to adapt easily to accommodate changing techniques and public taste. Most of these self-regula!wy codes are based on th-. general code of the ICC, whose authority is respected in 150 wrinifies. They allow rules to be put in place as soon tht-, is a perceived need for them. This &-nonstzates a conscious acceptance of one of the conscquences of the fretlcm to trade: social re4ponsilbili-~Y. This, in ~;!s turn, means d-mt the professionals involved taJKe into accc.-int the interests and, -hen aD. I -s of groups as diverse as competitors and consumers. In this respect, &Elf- propriate, th-- vie%; regulaEon is in no way :he antithesis of the law, but rather iLs complemnent. a vo1r--.:ary undertaking to apply ~ts broad princip!es in everyday life. In pfactice. thcrzz is a place for efficient self-regulation wherever az least o-.e of the following conditions cxisu: government has agreed to limit itself to providing broad guidznce through a legal frame,,vork and does not place restraints on healmy competition through petty regulationts, which are, moreover, easily circumvenEed by fbllo-~Ona the letter rather d~ari the spirit of the law; when it is important to take account of the ongoing social and cult~;.-al evolution of our ftee-ma:ket society-, when it Is impossible to regulate bemuse all the different 2speCts Olfezcnomic life cannot, fortuma:ely, be locked into a rigid legal framework. Over the last feu.- years. t1he value of professional self-regulation has b.---r,, more and more recognised and ericovrage,d at na6onal level. At European ]eve), the European Advertising Svr:dards Alliance has, since 1,3 cre-3tion in l9T_, esablished itself as an efficient channel of communicztion b-ttween self- regulatory bodies, to s--n!ngthen their m-operadon and to deal with complaints ra~-zed on cross-border adver-,ising with SPCCIfiCo procedures established for the purpose. The Alliance ~as thus upheld and strenqihenad the existing national bodies, as. well as encow-aging the secung-up olf new bodies such as the CLEP in Luxembourg, without creating new legal barriers. The cross-border complaints procedure referred to above is based on the 'country of origin" principle. This avoids the criticism of being protectionist, which might otherwise have been levelled. If this procedure had created additional barriers to trade, it is clear that Lhe principle of the "country of destination' v.-ould have been the one to prevail, EASA - association internatlonale no. d'identification 70-7,.'94 loaruedelaPtpini~re 1000 Brussels Belgium Tel + 322. 513 78 06Fax + 322. 513 28 61 Bank Paribas SS2-7S33800-14 TVA 450 933 006 il CD 2 j Q77 ~_'4 CZ) BAT Industries document for Legal Services : Health Canada 20 October 1999 Novcmber 2. 1994 Inde.ed, while this procedure allows progressive convergence between countries through the systematic comparison of complaints and their handling, it also allows advertising professionals to work freely, rapidly and confidently, retaining the trust of consumers which is essential to the work of commerciaJ communication. The Alliance would be happy to discuss any of these views further with the Commission and to provide any necessary information about the systems and procedures of the Alliancz and iis members. EASA - 25SOCIcItiOrl iMterfflioriale no. d'identirication 707/94 10a rue de la P‚piniŠre 10M Brussels Belgiurn Tel + 322.5137806 Fax + 322. S13 28 Si 82nt ParfbaS 552-2533800-14 TVA 450 933 006 3 - - . , - - -- . - - - -- - . --- il L1~j CD '~l BAT Industries document for Legal Services : Health Canada 20 October 1999 E(,IPOPEE'4NF- POUR L:ErHIQUE: EN PUSLIC17E 7906 F~X:~322 ~I32161 Dfflc-cslt-Gr.Nt?~L: Dx OLr~LX GAAY ALLIANCE MEM13ERS jury d'Fodque T'u),Iiclub, CIF-M EAcul l~iurimistfknn Etairon LrUod&s InstItuto C1~tI do Aut,,AtldpLLna da Jury ~ocr EertJjlp Prilziijk~ liuake (EDEœ-, I>UbLIridade (ICAP) Rejderne (JM YP~-~-.j A, da Rcpublici 62 F - Rue des Colenics 1 Kclcni‚rs%tW LI-14 EL - 1 c ! s ATHEI,;s (Plik…) p - 1000 LISBOA Eht 1 Bas 9 Tel -1 1 32 46 215!&;s Tel, -3 51 1 -796 6- 31 96 92 B - 1000 BkUXEIM f BRVSSEL F…,~ - ].'- 1 12 46 tg Fax. -331 1 -.93 93 76 Tel: -32 2 50Z '0 7c C Uc: ~f~ro CAL.%I:Boupjs Co~t t: M.rILIs Fax: .3Z 2 502 -, M ConLacv Jestn-Ctƒu…cDASTC~T SCH;;E;Z - SVISSE - S;,7ZZER 4 IRELt,~'D Sc)r-,dzcrtc~ rur d1c Ad,er~siiig Sianduds Authoriey for L@ut~rkcft in der Wtrbwig DEU7SCEL4,4'D lTclƒp~d (ASAI) Cem-—33Jcn Suisse pour l… Lo~-au(… en 1 Det:t3cber Werberat IFC '-'zse PubudLi /Cnrnrniselane S,~ittra PC 17 e0rsjzk 20 14 14 M.3z S,~eibo-,)rnc Rt,.d I*Onmt nellia PubblicitA D.53171 Bo,,:,N2 ip-L - D?-IBLI.1j 4 )<.,-pcitgKste 14 TCL -49 218 820 9®~C Tel. -3 51 1 66 03 165 CI-* - 9022 ZURJCH . V R:Co F~. -49 22131 "j 93 F., - 151 1 66 08 113 T 41 1 211 75: -~2 Contact. Dr Geort WRoNK~. C.Mue. Noel M.C.1~i&H0rj F=,-41 1211 soli C~U'istoph BECY-%IANi C.ntsrii Dr zcntrile zoe Btk3.mpAmg unlGuL&r~ n 1r.4~j.4 %V.®1~-erb… ~%'. lstiru!3. deu"%Utodi3cipuhA L~dcrirenstrui. 24 B 1ubblidtkrin ("P> stors.Lon, 19 D - 61349 BAD HOM BURG v.d.K Vit L%;z 1 15 Bor 5501 TeL ~ 49 6172 12 15 11 1-:CI:2 MILANO 5 - Il 4 95 ST1DCKHO1_~f F.…r. ~ A9 6 1"2 $44 22 T~ -19139303els /J830d9il Tel~ -46 2 733 90 20 Contact: Dr bi&rctl KISSFI-EIZ Fm. -?9 2 59 30 3117 FIX- -46 8 661 791 CI C.nt.~t: Robert.CORTOYASSI Contact: A-nd,ri STE_'~LUNI) Vincoue GVGGNO D.,CNU,LU V~VfTLDKIJVCDOM RektameForum je, tio Dentk LL'~E.W50URG Mddr%t,,rAt 32-34 Corrurlmiort Lui crnbourgectir pour The Ad~erttiint Stnitdards Authc". L…mited (ASA) )K - 1201 1'E"-:~ju- es% Publidii (CLEF) Toi: -…5 33 14 43 45 &… ru, 2u Canqj Howc Fax, -45 33 14 05 C3 L- 4-!~ ESCH-SUR-AIZETTL' ~- 16 p1~t Cmtac,t: Dent VINDE1.P~. T-1: -,!2 54 Il 31 OB - LONDON ',~:Cl" -Il,: Tel- -44 71 5RO 5555 FEDF-RSE!I; M2 54 1741 Fi- -"'?l 631 3051 Autocontr.t de La FubIJttdd A~rnid.% de BwCos 14 Tor" 1112.* B E-290)6 MADPJD StichtuC Reclarme Code (SRC) centre (BACC) T.I: -34 1 302 5" CI / 302 47 92 2MIC rjr&y% Inn F,5.d fzx- 434 : 766 95 14 NL - 110 5 BE AMSTERDAM Zo GR -LONDON wciX FHF Conts,c: Rottati LOIsEZ~VrVjE T~1 -M 20 696 00 19 Tel. -44 71 843 82 ~5 Fa, -31 20 696 56 39 F~. -44 71 M 91 54 C.~uct: pri3ceANCION-Kops Contact: Ceoffr,y DP-,,Ll il,; B~t.M de V‚rtfi~t10n de Il Pubuct‚ os-iERPMCK for Zir,er -.4 1 (B" Foch, erb-d W"bune und D—~c1 Mail Ser-iecs Stond2rdi Botr'i 1 5 m. jean Me~*z (DM.SSB) i Y - 7 SOOS PAJUS Wir~7~ Hi-ipuirLue 63 16 trciciton St"c-t 1 T*I~ -33 1 43 19 89 45 A- IC-45 %VIEN OB - LONDON S%v 1 w 9PY Fvr ej 3 1 4 5 61 46 90 Tel- - 43 1 501 05 3M Te!: -44 71 124 16 51 1 C toet. tudm pouls Fay -4~ 1 507 06 293 F%X: ~44 71 124 S5 74 Fy"coij~ PERIICIC C~urt: 1 €erbert BACH MAIER Contact: >Uch.cl GOODRICH i r\) i (D ALMI BAT Industries document for Legal Services : Health Canada 20 October 1999