EASA Newsletter June 2019
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     June 2019

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     EASA Celebrates 15 Years of its Charter!

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EASA NEWS

EASA Celebrates 15 Years of its Charter! 


 
In June 2004, EASA’s Charter was established at the time when the EU saw its largest single expansion, and when EASA’s structure was reviewed to include industry members alongside self-regulatory organisations. 

At the time the charter had two dimensions, one was philosophical as it helped define what we are and what we stand for. And the second was a political expression of a vision for its new constellation of members. It enshrines its recognition that effective advertising self-regulation demonstrates industry’s ability and obligation to regulate itself responsibly, by actively promoting the highest ethical standards in all commercial communications and safeguarding the public and consumer interests.

The Charter is comprised of 10 principle which are still, today, the backbone of a flourishing self-regulatory system. The Charter is a living document with an ever-increasing number of countries adhering to its commitments, ever-increasing compliance rates, and a continuous development of best practice recommendations for its practical implementation. It is a journey.

Whilst being mindful of national differences, as we say ‘Unity through Diversity’, these commitments serve a single purpose: ensure a high standard of consumer protection based on the premise that advertising should be legal, decent, honest and truthful. 

Watch our video which marked the occasion here

Happy 15th Birthday to the EASA Charter! 

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ARPP launches 'Thursdays of the Summer'!

The official opening of a new summer season took place 20 June 2019, in Cannes, as part of the AACC French Camp Cannes, on the beach CBeach, with the now traditional first “Thursdays of the ARPP” of the Summer.
 
The ARPP team is hosting other “ARPP Thursdays of the Summer”, on 4 and 11 July, around two hot topics: the advertising of Cosmetic Products, and audiovisual advertising, both of which are followed by a refreshing cocktail.
 
The last Thursday in the series will be on 29 August, which has not yet been given a specific theme, but will be another opportunity to meet for a festive cocktail party, in the shady garden of 23 rue Auguste Vacquerie - Paris 16 °, to find ourselves between members around our common topics of communication.
 
If a subject was important to you, we would schedule it by then!
 
Register for the Summer ARPP Thursdays that interest you:
  • 4 July: "Cosmetics". Reception from 17h30
  • 11 July: "Audiovisual". Reception from 17h30
  • 29 August: topic TBC. Reception from 17h30.
Please note, all sessions will be conducted in French. 
 
To register or for further information, please contact Clotilde Swinburne, at clotilde.swinburne@arpp.org or +33 (0) 1 40 15 15 32.
 

 
Monitoring Online Food Advertising
 
In June 2019 we published our report on online monitoring of HFSS (high fat, salt, or sugar) food advertising. The research used “Avatars” – automated data capture tools which simulate the online profiles of different age groups – to find out what sorts of ads these groups are served.
 
The monitoring exercise involved almost 200,000 page views and captured information on over 95,000 ads. The data showed that HFSS advertisers were generally complying with our rules by not appealing directly to children through the content of their ads, or by featuring celebrities or characters popular with children.
 
There was no indication of HFSS advertisers actively targeting the child Avatar profiles, but the data highlighted concerns relating to ads placed on YouTube. We found several examples of ads for HFSS products appearing alongside YouTube videos clearly intended for children, which is a clear breach of the CAP Code. We’ve engaged the HFSS brands involved and YouTube to ensure they take steps to address this issue. CAP will review it’s guidance on Children and Age-restricted Ads Online and provide training for industry.
                                          
You can read more about the monitoring exercise and access the full report here.
 
New Gender Rule Comes into Force
 
On Friday 14 June, the ASA’s new rule banning harmful gender stereotypes in ads came into force.
 
The new rule states that:
 
[Advertisements] must not include gender stereotypes that are likely to cause harm, or serious or widespread offence.

This was the culmination of work which began in 2016 looking into gender stereotypes in ads. We published the outcome of this work a year later which found that harmful gender stereotypes can limit how we see ourselves and how we see others, and can influence the choices we make which can lead to unequal gender outcomes.
 
The ad industry has had a six month implementation period to adjust to the new rule and they have broadly welcomed the new rule. We’ve provided guidance to help them and are offering Copy Advice.
 
To mark the new rule coming into force, we held a panel discussion event in Edinburgh attended by stakeholders from Scotland’s ad industry, the media, campaign groups and Members of the Scottish Parliament.
 
We were delighted that the Scottish Government Minister for Equalities, Christina McKelvie MSP, gave a keynote speech welcoming our new rule before joining the panel discussion made up of the ASA, ad industry and a women’s equality organisation.
 
We’ve had considerable media interest in this announcement from UK press and internationally, including the US, Russia and Japan.
 
AVMSD
 
As the UK will be leaving the EU, the UK government is consulting on how to implement the refit of the Audio Visual Media Services Directive (AVMSD). It has indicated its intention not to go beyond the minimum requirements of the Directive except in exceptional circumstances, and to see wherever possible to implement policy through the use of alternatives to (statutory) regulation.
 
The consultation document notes AVMSD’s references to self and co-regulation, recognises that those models can be effective, and supports the model used in the UK where Ofcom operates a co-regulatory arrangement with BCAP (for standards-setting) and the ASA (for enforcement). While recognising that the CAP Code effectively already ensures that advertising on Video-Sharing Platforms (VSPs) complies with the requirements that are due to be imposed by AVMSD, the Government has indicated its preference to transpose those requirements in a way that establishes a co-regulatory framework for VSP advertising equivalent to that for linear TV and on-demand services.
 
Most other amendments that result from AVMSD are minor, but the consultation document notes that other domestic initiatives in the UK are likely to have additional effects. The UK government is currently evaluating responses to a consultation in which it proposed a watershed restriction on advertising for food and drink products high in fat, salt or sugar, including in online media; it is consulting on online harms; and it has announced a forthcoming review on how online advertising is regulated in the UK, alluding to concerns that there is an “inconsistent approach to regulation of advertising online and on TV”. The Government has indicated that it will consider responses to the AVMSD consultation as relevant to its review of online advertising and consultation on online harms.
 

AUTOCONTROL Celebrates its 24th General Assembly
 
On 4 June, AUTOCONTROL held its 24th General Assembly with representatives of the 555 member organisations including advertisers, advertising agencies, media and professional associations, in attendance. 

María Luisa Martínez Gistau, President of AUTOCONTROL, stressed that "during 2018, alongside the process of digitalization experienced by the industry, and in correlation to it, we realized in our daily activity the huge effort advertisers, agencies and media Spanish media were making to respond to the challenges that digital advertising and data protection and privacy pose them in their advertising activity”.

In his speech, the President of the European Advertising Standards Alliance (EASA), Stéphane Martin, analysed the new challenges facing the advertising industry in the continent, mentioning, among others, the transposition of the new Audiovisual Media Service Directive and the implications of the new digital ecosystems for self-regulation systems. Mr. Martin congratulated AUTOCONTROL and its partners for their work and commitment to responsible advertising, which have placed the Association – as he stressed –  amongst the highest players of the European and international self-regulation organisations.

José Domingo Gómez Castallo, General Director of AUTOCONTROL, presented the Management Report corresponding to 2018, including the Activity Report. In 2018, AUTOCONTROL attended 47,642 inquiries from advertisers, agencies and media, he noted. Of these, 36,395 corresponded to requests for Copy Advice® or voluntary review of advertising before publication. In addition, the General Director of the Association recalled the continuous work carried out in close cooperation with the Administration, within the framework of the 34 cooperation agreements signed with state and autonomous agencies. Mr. Gómez Castallo also highlighted that the commitment of companies to advertising self-regulation at a sectoral level remained firm and a good example of this were the 21 sectoral advertising codes of conduct applied by the Association.

The Assembly also addressed the use of influencers in advertising, a topic which, together with the AEA (Spanish Association of Advertisers) and the SEAD (Secretary of State for Digital Development), was being actively followed up.

Lastly, half of the Board of Directors proceeded to be elected with a representation of 39 companies and sectoral associations.
 
AUTOCONTROL Modernizes Its Code of Conduct to Respond to the New Challenges of Digital Advertising
 
In this year’s General Assembly, the novelties introduced to the AUTOCONTROL Advertising Code of Conduct as a result of its adaptation to the new version of the Advertising and Market Communications Code of the International Chamber of Commerce approved in 2018 were subjected to the approval of its members. These novelties included:
  • the clarification that its application extends to any commercial communication regardless of its form or format;
  • the prohibition for commercial communications to offer arguments taking advantage of misfortune or suffering without a justifiable reason;
  • and that commercial communications will not incite violence, antisocial or illegal behavior.
In the area of minors´ protection was added that commercial communications addressed to children should not contain visual representations or descriptions of potentially dangerous practices or situations demonstrating a disregard for safety. Likewise, it was stressed that the illegal sale of products for children or adolescents or inappropriate for them should not be advertised in media aimed at them; and that the commercial advertising directed to them should not be included in media where the editorial content is not adequate. The provisions on discriminatory advertising were also adapted.

One of the principles whose application saw its most significant reinforcement was the principle of authenticity to which the requirement of transparency was included. It established in particular the explicit obligation for media advertising with editorial content to be made  easily recognizable as such or otherwise labeled (including native advertising). Also that commercial communications should not be passed off as another type of content. In parallel, it was added that the sponsored nature of a recommendation or testimony should be made clear by an adequate warning in those cases in which the message, by its formal characteristics or content, could mislead the user about that nature.  One of the last point made, as far as commercial communication is concerned, was to reiterate the essential obligations foreseen in the RGPD and the LOPDGDC in terms of data protection. The updated Code will be shortly available in English version.
 
AUTOCONTROL And Fenin Launch a Verification Seal for Advertising of Healthcare Products
 
A new collaboration agreement was signed between the Spanish Federation of companies of Healthcare Technology (Fenin) and AUTOCONTROL with the objective to help companies in the sector of healthcare products to meet legal and deontological standards. As a result of this agreement the creation of an advertising verification seal named the "AUTOCONTROL-Fenin" seal was envisaged.

This seal, whose application is voluntary for companies in this sector, will allow patients, healthcare professionals and the general public to identify those advertising campaigns of healthcare products that have obtained a previous report or Positive Copy Advice® granted by the Technical Office of AUTOCONTROL, once verified the compliance with the advertising regulations that result from application, both general and specific for the reason of media, or the specific product promoted. All of this, obviously, without prejudice to any of the powers of the public administrations in this matter, and the need to obtain the corresponding administrative authorization for advertising, when it is required.

In the words of Margarita Alfonsel, Secretary General of Fenin, "This collaboration offers companies in the sector a voluntary tool to help verify that advertising campaigns for their healthcare products contain truthful and legal messages that can be disseminated in the media and on social networks”. Ms. Alfonsel also explained that the project will encourage greater credibility of the publicity issued by our associates, since it will be reviewed by a group of experts from AUTOCONTROL. In addition, the supervision of marketing campaigns and communications, by AUTOCONTROL before its dissemination, will enable to detect and correct those that do not comply with legal or deontological regulations before they reach health professionals, patients and consumers.

The General Director of AUTOCONTROL, José Domingo Gómez Castallo, stressed that “both the Agreement and the Seal are another sign of the commitment of the Spanish industry, in this case, of Fenin and the companies of healthcare products, for legal, honest, and truthful advertising”.  He added that this new sectoral self-regulatory advertising program highlights, once again, the usefulness of the tools that the self-regulatory advertising system makes available to the industry to carry out responsible communication,  for consumers, companies and administrations.

On the other hand, all those companies that use the new Seal, undertake to assume the competence of the Advertising Jury of AUTOCONTROL - the extrajudicial organisation of resolution of advertising disputes, accredited as ADR by the government, in the event that their advertisements are object of claim. Again, always without prejudice to the exercise of administrative powers that may correspond in each case.
 
 
Deutscher Werberat (DWR) Publishes Two New Information Flyers

DWR has published new information flyers about the Code of Conduct against Personal Denigration and Discrimination and Code of Conduct on Commercial Communication for Alcoholic Beverages.

The leaflets concisely summarize the respective codes of conduct and additionally contain modified sample advertisements based on real cases to illustrate how these rules are applied by the DWR.

The Code of Conduct on Commercial Communication for Alcoholic Beverages further comprises social media guidelines for producers of alcoholic beverages, in particular, in light of child and youth protection.

The flyers should provide assistance to companies when designing advertising campaigns and deciding on particular advertising elements, messages, and endorsers.

Both flyers are available here:
Code of Conduct against Personal Denigration and Discrimination (in German)
Code of Conduct on Commercial Communication for Alcoholic Beverages (in German)
 

“JEP Ambassadors” in communication agencies
 
On the initiative of the Belgian Association of Communication Companies, agencies are now encouraged to designate a “JEP Ambassador” within their ranks who will act as the primary reference point regarding advertising self-regulation within their agency. These “JEP Ambassadors” will also be invited periodically for informative sessions on the state of play in the field. A first meeting was held on 12 June 2019, and dealt with topics such as gender stereotypes in advertising, the new Belgian measures regarding alcohol advertising, and the main changes in the new ICC Code. 
 

EACA publishes the Agency Census 2019

EACA’s Agency Census gives an overview of the state of affairs of agencies in nearly 30 countries.

More info available here: https://eaca.eu/industry/agency-census-2019/
 
Eurostat: new statistics on Internet advertising of businesses

Eurostat released new statistics on the usage of paid advertising by EU businesses. The data shows that at least one out of four (26 %) EU businesses used internet advertising in 2018, with contextual advertising being the most popular form of targeting consumers.

More info available here: https://ec.europa.eu/eurostat/statistics-explained/index.php/Internet_advertising_of_businesses_-_statistics_on_usage_of_ads#General_overview
 
Ad Venture Student Competition winners found - team EDEN

Ad Venture is the first Pan-European competition which gives students the opportunity to experience what it is like to work in advertising by creating their own campaign in response to a brief from a real client.

The student agencies work on an advertising campaign from September to March by incorporating everything they’ve learned in class and putting their skills to test.

More info available here: http://www.eaca-inspire.eu/students/ad-venture/
 
Effie Awards Europe 2019

36 campaigns have been selected by the first round jury to go through to the second and final round of the Effie Awards Europe 2019! Check out the Finalists!

More info available here: https://eaca.eu/news/36-finalists-shortlisted-for-the-effie-awards-europe-2019/

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Global Alliance for Responsible Media launches to address digital safety

On 18 June, at the Cannes Advertising Festival, 17 of the world’s leading advertisers announced the Global Alliance for Responsible Media, an unprecedented, global collaboration with agencies, media companies and platforms, and industry associations to rapidly improve digital safety.

With nearly 3.8 billion people online, the world is increasingly connected, and yet the increase in dangerous, hateful, disruptive and fake content online risks threatening our global community. Members of the Global Alliance for Responsible Media recognize the role that advertisers can play in collectively pushing to improve the safety of online environments. Together, they are collaborating with publishers and platforms to do more to address harmful and misleading media environments; and to develop and deliver against a concrete set of actions, processes and protocols for protecting brands.

The Alliance was founded by World Federation of Advertisers members and will be also championed by the ANA CMO Growth Council, a member organization of the WFA. This effort enlists:
  • Advertisers including Adidas, Bayer, BP, Danone, Diageo, General Mills, GSK Consumer Healthcare, LVMH, Mars, Incorporated, Mastercard, Mondelēz International, NBCUniversal, Nestlé, Procter & Gamble, Shell, Unilever and Vodafone;
  • Experts at Dentsu, GroupM, IPG, Publicis Media, and Omnicom Media Group, representing media agencies;
  • Media companies and platforms at launch include Facebook, Google/YouTube, Teads, TRUSTX, Twitter, Unruly, and Verizon Media; and
  • Supporting industry associations ANA, 4A’s, Interactive Advertising Bureau, ISBA, Mobile Marketing Association, Coalition for Better Ads, Effie Worldwide and WFA alongside their local advertising association members.
An immediate focus will be to form and empower an inclusive working group charged with developing a set of initial ideas and prioritizing next steps. This is the first time an alliance that represents all sides of the media industry is forming, underpinned by a working group committed to meeting regularly and reporting back on its progress to members and the industry.

The first formal meeting of the Alliance takes place Wednesday, June 19 at the Cannes Lions International Festival of Creativity, and is hosted by the WFA Media Board. Prior, on Tuesday, June 18, at 9:00 am CEST, a panel with the Alliance, among them, representatives from founding members Unilever, Mars and Diageo, discuss their vision, goals and priorities, takes place at WPP Beach. Alliance members are asking for the industry to open all meetings in Cannes with a call to action for more collective responsibility in media practices.

More information is available here.

WFA launches State of the Advertising report

Major multinational advertisers are increasingly satisfied with the performance of their response activity, designed to drive consumers to take action or purchase but give much more mixed reviews on the effectiveness of their awareness messages.

The State of Advertisinglaunched on June 18 at the Cannes Advertising Festival with the help of The Economist Group, reveals that while 30% believe effectiveness of performance has “increased dramatically” over the last five years, just 8% said the same for the top funnel.

Overall, a huge 72% of respondents said lower purchase funnel messages had improved on effectiveness over the last five years but only 43% said the same about ‘top funnel’ performance and 37% of those questioned said effectiveness had declined.

Despite this, most advertisers are continuing to focus their investment on awareness. Spend is focused on ‘top of the funnel’ activities for most respondents, with 55% saying most of their investment was going on activity designed to promote brand awareness. Thirty-one per cent were investing evenly between awareness and lower funnel performance with 7% investing mostly in performance messages and channels.

The results are based on an online survey of WFA members conducted in June 2019. More than 100 individuals responded from 70 companies across 15 categories, including consumer packaged goods, automotive, food, alcohol, tech and finance. Collectively, respondent companies spend roughly $115bn on media and marketing annually.

Our respondents reported that despite stagnant economic conditions in many markets ad investment is up for 43% of our respondents over the last 12 months. Fifteen per cent reported a significant rise and 28% said it was “somewhat more”.

Over a five-year period, 49% reported an increase with 27% saying there was significantly more investment and 22% somewhat more. No change was reported by 9% over the last five years.

Increased investment in advertising, however, wasn’t automatically improving performance, with those who felt ad effectiveness was in decline blaming clutter (63%), the increasing ease of ad avoidance (53%), declining reach (42%) and declining trust in advertising (39%).

To overcome these challenges, respondents were focusing investment in eCommerce, programmatic, POS and offline advertising. eCommerce was cited as top priority by 28% of respondents with a further 30% saying it was a high priority while programmatic – covering search, social and display – was named as a top priority by 26% and as a high priority by a significant 47% of respondents.

Future priorities included areas currently attracting a lot of attention – IOT, voice, VR, AR. The three-year timeline highlighted the ongoing importance of data and programmatic as well as the rising importance of influencer marketing. Fifty percent of respondents said data was an area that would increase significantly, with programmatic in second scoring 27% on the same measure and influencer marketing attracting support from 11%.

Conversely, big advertisers seem to reject the current hysteria around the scale of the move to in-housing. They cited only one area where they would in-house more than outsource, low-cost, fast creative executions. Other areas likely to be affected by in-housing included short-form content marketing and influencer marketing.

Agencies are likely to benefit from increased spending in areas such as traditional media buying where 45% expect to spend significantly more and 30% to spend somewhat more in the next 12 months. Other areas that are also likely to be less impacted by in-housing include big ticket creativity, traditional media planning, creative strategy and programmatic search, all of which had over 50% of respondents predicting they would spend more externally.

Finally, respondents also highlighted their vision for the next five years:

  • Ads need for reciprocity: Seventy-seven percent supported the statement “in the future advertising will need to involve a value exchange/reciprocity”.
  • DTC brands to inspire: The second most popular statement was “direct to consumer brands will inspire the big traditional advertisers to find new and better ways of connecting with their audiences”. Thirty-four per cent strongly agreed and 39% somewhat agreed.
  • Traditional ads are here to stay: Respondents largely disagreed with the premise that in five years’ time there will be no traditional advertising. Just 8% strongly agreed with the statement that: “looking ahead five years, I can imagine a world without traditional advertising formats”. Twenty-eight per cent strongly disagreed and thirty-four per cent somewhat disagreed.
  • Marketers obsessed with their own problems: Sixty-seven percent agreed that the industry had become too obsessed with its own problems to the detriment of putting the consumer first,
  • Brand purpose frequently lacks authenticity: Sixty-five per cent agreed with the statement that most examples of brand purpose fail to resonate with the consumer as they lack authenticity, with 19% strongly agreeing
 

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