Strong warning to advertising industry to get it right first time

Advertising agencies have been warned to get their advertising right first time or face the consequences of breaching the Trade Practices Act.

Previewing a series of seminars tailored to meet the needs of advertisers, agencies and the media, ACCC Deputy Chairman, Mr Allan Asher, said today that agencies could not shift the blame for misleading and deceptive advertising onto clients.

The seminar will release the ACCC's Advertising and Selling guide, a plain-English do's and don'ts for all advertisers big or small.

Mr Asher said the ACCC was encouraging sections of the advertising industry to develop codes of practice which will properly address the perennial concerns consumers raise about advertising.

"The industry must accept that this includes challenges being thrown up to it at moment - such as the new area of advertising via the Internet.

"Advertising is currently moving from a regulated to a less regulated environment particularly with the demise of the Advertising Standards Council and changed attitudes of clients and the general community to advertising in general.

"In the era of deregulated advertising, the ACCC will not hesitate to bring swift action against advertising agencies and advertisers when needed.

"Industry players must recognise that self-regulation does not equal no regulation/open slather. It brings with it significant responsibilities and some costs.

"Clients have shown recently that they will move their business to agencies that not only give them more 'bang for their buck' but also do not embroil them, or their product, in unwanted controversy either about the style of advertising or its content.

"It is in the industry's own interest to get to know the Act intimately," he said.

Further information on this media release Mr Allan Asher, Deputy Chairman, (0414) 260 150 Ms Lin Enright, Director, Public Relations, (02) 6264 2808