Advertising Regulatory Board launches
Following the recent liquidation of the Advertising Standards Authority (ASA), the Advertising Regulatory Board (ARB) has formally begun working from offices in the Market Research Foundation building in Bryanston, Johannesburg. Gail Schimmel, who was appointed acting ASA CEO in 2017 after it went into business rescue in 2016, heads up the new entity; she was previously ASA head of legal from 2002 until 2007.
The Association for Communication and Advertising (ACA), Marketing Association of South Africa (MASA) and IAB are founding members of the new company, which has summed up its mission with the tagline, “Consumer protection through responsible advertising”. The ARB takes over the work of administering the Code of Advertising Practice for regulating advertising content on behalf of the advertising and marketing industry.
Comments Schimmel, “The ASA had 50 years of learning behind it, and it is important that the ARB keeps those lessons in mind. But, at the same time, this is a new entity, with a new way of approaching things, and we are very excited about the opportunities that this creates.”
The ARB has started with a streamlined staff and a startup scaled budget. “We hope to grow,” she continues, “but at the start, the focus is on delivering a quality, speedy service with a minimal cost to the industry.”
“The marketing and advertising industries were not prepared to sit back and allow advertising content to become unregulated. We saw the need to immediately step in and protect both the good standing of the industry and the rights of the consumer,” says Greg Garden, MASA CEO.
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