Advertising Federation Commits to Consumer Feedback

The World Federation of Advertisers (WFA) wants to give consumers more say in advertising by improving the complaints process and encouraging more feedback. It also called for increased self-regulation in the industry.

The announcement follows a US Gallup survey which found that just 10% of those polled rated the ethics of advertisers as 'very high' or 'high'. When it came to holding moral principles, advertisers were ahead of the 'used car salesman' by just one solitary point.

WFA Managing Director Stephan Loerke said that attacking advertising has become fashionable not just among consumer and pressure groups, but in society as a whole. He added that the sector needs to commit to responsible advertising at a time when marcoms increasingly works across borders and emerging economies are becoming fast-growing advertising markets.

The Federation's measures include boosting consumer awareness about the self-regulatory system, speeding and simplifying the complaint process, removing ads that contravene the codes, establishing a transparent mediation process, and involving non-industry figures in the self-regulatory process to build consumer trust in the system.

The WFA membership comprises 55 national advertiser associations, which bring more than 10,000 businesses under one umbrella. It has also brought together other industry groups, including the International Chamber of Commerce and the European Advertising Standards Alliance to help improve regulation in emerging markets such as Eastern Europe and China. The association's web site is at www.wfanet.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.