APEC continúa con el foco en la publicidad responsable

El pasado 23 y 24 de agosto se llevó a cabo en Perú el "Seminario para el intercambio de buenas prácticas y experiencias en materia de autorregulación publicitaria entre las economías del Foro de Cooperación Económica Asia-Pacífico (APEC, por sus siglas en inglés, Asia Pacific Economic Cooperation). La actividad contó con la participación de expertos en materia publicitaria a nivel mundial.

Durante las dos jornadas que duró el seminario se habló sobre el valor de la publicidad y los estándares de autorregulación establecidos por la industria publicitaria. Además, se analizaron los mecanismos internacionales disponibles para implementar la autorregulación publicitaria. Se expusieron también los esfuerzos que está realizando la APEC en materia de autorregulación publicitaria y las herramientas con las que cuenta.

En la segunda jornada, se abordaron temas de mucha actualidad, como la publicidad digital, la privacidad y la publicidad comportamental, entre otros. Se trató acerca de los conceptos de anunciante y publicidad en el contexto de las redes sociales; sobre la publicidad nativa; y sobre las mejores prácticas para aplicar los Códigos de Autorregulación en el ámbito digital.

Por último, se habló de cómo hacer cumplir las normas de publicidad responsable en los sectores clave: alcohol, alimentos, cosméticos, medicamentos, finanzas y juguetes.

APEC CONTINUES FOCUS ON AD STANDARDS
By Adam Gagen – Director of Legal & Public Affairs of WFA

On 22 and 23 August 2016, the Asia-Pacific Economic Cooperation (APEC) held its third workshop on advertising standards in Lima, Peru. The workshop, hosted locally by the Peruvian Association of Advertisers (ANDA Peru), CONAR (the Peruvian SRO) and Indecopi (the Peruvian competition and IP authority), brought together all major stakeholders pushing forward advertising standards across APEC’s 21 member economies.

The workshop was opened by Peru’s Vice President Mercedes Araoz, and over the course of two days representatives of APEC regulatory authorities, SROs and the industry discussed the achievements to date and the work ahead.

Here are the key highlights:
• The APEC Guiding Principles which call on government and industry to develop robust self-regulatory systems was highlighted as a useful tool to drive action in key emerging markets such as China, Russia, Vietnam, etc.
• WFA presented some initial results from research conducted on APEC markets demonstrating the value and importance of a well-regulated advertising market. CONAR also shared a Peru-specific study which highlighted the cost-effectiveness of self-regulatory organisations in ensuring advertising remains legal, decent and honest.
• A regulatory checklist on self-regulatory best practice for developing general systems and specific sectors were outlined. The final drafts are to be published on a public site in the next months.
• A mentoring network has been established, hosted by the Australian Advertising Standards Authority, to help reinforce and develop self-regulatory organisations – particularly in key markets where they do not yet exist.

Ministerial representatives on the APEC Committee on Trade and Investment, which oversees the action agenda, recognised its continued importance at their meeting on 23 and 24 August. There is a call to continue to deliver the programme through 2017, and it was proposed that another conference should be held next year during Vietnam’s chairmanship of APEC to review progress and plan for the next phase.

WFA will continue to contribute to the APEC process, focusing on leveraging it to get governments to recognise the value of advertising standards. Our priority markets for action include China, Russia and Vietnam.

Fuentes: World Federation of Advertisers y Autocontrol

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