EASA Newsletter December 2019
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     NEWSLETTER

     December 2019

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     EASA in December

    Save the Date - EASA Event on Gender Portrayal
SRO NEWS
     ARPP (France)
     AUTOCONTROL (Spain)
     RO (Sweden)
   
 
ROK (Turkey)
INDUSTRY NEWS
     EACA

EASA NEWS

EASA in December

EASA wishes You Happy Holidays!


Ensuring Trust in Influencer Marketing
 
On the 2nd of December EASA organised a closed-door industry workshop - Ensuring Trust in Influencer Marketing, hosted by Facebook. The event took place in London at  the Facebook Partner Centre and was attended by 30 representatives of brands, SROs, agencies and industry associations, actively involved in influencer marketing, as well as policy and topic experts from Facebook and Instagram.

During seven interactive presentations and panel discussions that took place in the morning, speakers and participants addressed issues concerning transparency, consumer trust and lack of collaboration between relevant stakeholders. Moreover, the attendees actively suggested ideas for possible universal disclosure labeling (such as icon or emoji) and clearly voiced the need for more dialog with digital players in setting recognised standards and platform supported solutions.

The event commenced with a clear call for a consistent responsibility approach and proactive industry action coordinated at European level, where EASA will continue to play its role and will provide a forum for SROs, brands and social media platforms to seek answers to the most challenging questions concerning influencer marketing. EASA will also assess the feedback and consider possibilities of similar format events in 2020.



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Save the Date - Responsible Advertising and Gender Portrayal at the European Parliament!


In collaboration with MEP Brando Benifei, EASA is organising an event on Gender Portrayal. The event will consist of a series of presentations of best practices. 

The event will take place on 25 March 2020 at the European Parliament in Brussels. 

More information about registrations and participation will be shared in the upcoming weeks!
 
ARPP launches a new informative video!

 

 
Autocontrol reinforces cooperation with the Ministry of Health, Consumers Affairs and Social policies with a new agreement

Autocontrol has signed an agreement with the national Directorate-General for Consumers Affairs (Ministry of Health, Consumers Affairs and Social Affairs) to reinforce cooperation among both institutions, which is completely working since it was first signed 20 years ago. According to this agreement, the Directorate-General for Consumers Affairs is involved in the selection of 25% of members of the Advertising Jury. The document also considers for the first time the good faith presumption for those companies using copy advice services or other self regulation services.
 
The AEFJ (Spanish Association of Toys Manufacturers) and AUTOCONTROL have presented a Guide for the use of pictograms in the audiovisual advertising of toys

From January 2020, the toy sector will be able to start using the pictogram panel of the new AEFJ Guide, whose application will be made by AUTOCONTROL (as it does with the Code of Toys Advertising for Children). This pictogram panel consists of a group of easily recognizable icons for children, which will replace some of the current informative legends for toys, to facilitate the understanding of the messages by the children. Companies have a maximum of three years to include these pictograms in the new ads that they create. During a minimum period of one year, the pictograms, which are registered at a European level and can only be used by AEFJ members, must be accompanied with an explanatory legend to help the public familiarise with their meaning.


 
An update of the code of conduct on advertising of gambling activities has been approved

The Joint Committee for the Monitoring of the Game Code has approved a new Code that will take effect on January 15th. The industry, on its own initiative, proposed to the Commission some limitations on advertising, mainly focused on limitations on the principles of truthfulness and responsible gambling, as well as on strengthening the protection of minors. Among others, the new Code stipulates that the ads cannot be starred by active athletes or people under 25 years old.
 

The Swedish Patent and Market Court of Appeal issues ruling on the Kissie-case 

On December 5th the Swedish Patent and Market Court of Appeal issued its ruling in the high-profile and widely publicised Kissie-case, and established how ad identification in Swedish social media must be carried out. Kissie, or Alexandra Nilsson as is her real name, is a well-known Swedish blogger and influencer. Kissie started blogging in 2007 and by 2009 had nearly 600.000 readers a week. The court case was unique as it was the first time a Swedish influencer was tried for their posts in social media.

The Swedish self-regulatory organisation Reklamombudsmannen (RO) welcomes the verdict as it sets precedent of the practice RO has established the past six years.
 
The court process has taken over two years to settle, which can only emphasise the efficiency of self-regulatory systems.
 
The court ruled the hashtag “collaboration” as insufficient in social media posts in situations where an influencer is financially or otherwise compensated, since the reimbursement is not evident in the wording of the hashtag. The court also ruled #paidcollaboration, #sponsoredpost or #sponsored (albeit in Swedish) as sufficient, though only when said hashtag is placed at the beginning of the post.

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News from ROK - Turkey

Legislation:

Digital Service Tax (DST) is introduced with a new law published in mid of December. A 7.5% tax is intorduced on the revenues deemed to have been generated in Turkey by digital companies.
 
The DST shall apply to revenues resulting from the provision of the following services in Turkey:

a) Any and all kinds of advertising services provided through digital media (including advertising control and performance measurement services, services such as data transmission and management regarding users, as well as technical services regarding the advertising);

b) Sale of audio, visual or digital content through digital mediums (including computer programs, applications, music, videos, games, in-game applications and the like) and services provided through digital media aimed at listening, watching, playing or recording these contents via electronic devices through digital mediums or the use of those contents via such devices; and

c) Services of the provision and operation of digital media enabling users to interact with each other (including services aimed at the sale or facilitation of sale of goods or services between users).

Intermediation services provided by digital service providers through digital media regarding the above services are also subject to DST.
 
For each of these different services, a specific set of rules shall apply to determine when the service is deemed to be provided in Turkey.  Companies- whether Turkish or foreign- that provide at least one of the above taxable digital services in Turkey are within the scope of this new tax liability. 
 
Exemptions:

  • Those who generated revenues from digital services in the previous fiscal period that are below (i) TRY 20 million generated in Turkey or (ii) EUR 750 million generated globally or the Turkish lira equivalent thereof will be exempt from DST. In the event that the taxpayer is a member of a consolidated group in terms of financial accounting, the total revenues of the group as generated from the services falling within the scope of DST will be taken into account in the implementation of such limits.  In terms of financial accounting, a “consolidated group” means all enterprises in the consolidated financial statements as per the International Financial Reporting Standards or Turkish Financial Reporting Standards.

 
Organisational:

It is decided to renovate and modernize the logo of ROK. With the cooperation of the Association of Advertising Agencies, the volunteered agencies are invited to redesign the logo. The designed logo drafts will be evaluated by a committee in the following weeks and the new logo will be used by 2020.
 
The web site of ROK will be redesigned and updated with a modern view. The agency started to work on the new design. With the new logo, the new web site will also be planned to be on-line with 2020.

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EACA is relocating to a new address: Avenue Louise 120, 1050 Brussels.
 
Read the latest EACA’s Newsletter!

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