EACA - Documentation - Responsible Advertising

Responsible Advertising

- Advertising Self-Regulation Charter (132 kb, *.pdf)

Advertising self-regulation is recognised as the prime example of business self-regulation and corporate social responsibility. It is found, in varying forms, in most European countries.

- EACA resolution in support of advertising self-regulation in Europe (60 kb, *.doc)

The European Association of Communications Agencies (EACA) hereby declares the following nine-point resolution on behalf of its agency and national association members in Europe

- EASA Survey on Self-regulation for Advertising & Children in Europe (113 kb, *.doc)

The Alliance Secretariat studied all available codes of Alliance members in 15 European countries, i.e. 14 European Union countries (excl. Finland) and Switzerland, for references, direct or indirect to children. These have been tabulated and analysed in the report. The actual texts are available from the Alliance Secretariat or Alliance members.

Alcohol Advertising

- Common Standards for Commercial Communications (318 kb, *.pdf)

The Common Standards for Commercial Communications reflect many of the issues addressed by the European Council of Ministers in the 2001 “Recommendation on the Drinking of Alcohol by Young People, in particular Children and Adolescents”. They are based in the Guidelines for Commercial Communications on Alcoholic Beverages developed in 1994 by The Amsterdam Group (TAG).1 These guidelines have been endorsed by the EFRD (TAG) member companies which endeavor to achieve a high level of compliance in all the European markets where they operate. They are currently supported by the European trade associations: CEPS (Confédération Européenne des Producteurs de Spiritueux) and AICV (Association des Industries des Cidres et Vins de fruits de l’U.E.). Eurocommerce, the European retail, wholesale and international trade association, is communicating the Common Standards at national level to their members as best practice.

Corporate Social Responsibility

- 'Opportunity Space': How communications agencies can turn Corporate Social Responsibility, industry's newest challenge, into business. (*.pdf)

Report prepared by SustainAbility in co-operation with EACA and UNEP.

- The Green Office Guide for Agencies (50 kb, *.pdf)

Whatever their motives, many corporations - and a growing number of public sector agencies – now build environmental, community and ethical priorities into their strategies and operations. This mini “green guide” for advertising agencies is based on some hard-won advice from those who have gone before and focuses on 9 key points that should help even the most distracted agency get to grips with the agenda.

- Can Sustainability Sell? (726 kb, *.pdf)

For most of us, sustainability is a term that we are either unfamiliar with or unsure about. Does it mean corporate responsibility? Does it mean environmentalism? Does it mean human rights? The answer is that it means all these things and more. It relates to a desire to encourage consumers to consume with a conscience.

- EACA Media Agencies' Business Charter (103 kb, *.doc)

The goal of the charter is to create mutual trust between client and media agency through joint acceptance of the following principles of trading to ensure a professional and competitive marketplace for the provision of media services to advertisers.

- Industry as a partner for sustainable development: Advertising (*.pdf)

Report released by the World Federation of Advertisers (WFA), the European Association of Communications Agencies (EACA) and the United Nations Environment Programme.

- Advertising Sector Report Card 2005 (44.5 kb, *.doc)

2005 progress update on actions by the advertising sector within the framework of the United Nation's Environment Programme initiative: "Industry as a partner for sustainable development"

Ethics

- EACA Code of Ethics (482.8 kb, *.pdf)

The adherence to high ethical principles is a requirement for any business sector today. As the representative body for the advertising and commercial communications sector in Europe, it is EACA?s task to ensure that member companies have clear guidance on the ethical standards that we set for ourselves and that our stakeholders fully understand our commitments to the highest standards of performance.

- Translations of the Code of Ethics

- Interpretative Guidelines (334 kb, *.pdf)

The Code of Ethics for advertising agencies published by EACA and endorsed by all member organisations establishes a number of basic principles in relation to specific stakeholder groups. Whilst such codes are necessarily brief and to the point it is often useful to have specific interpretations of how and where the various clauses might apply. This document therefore describes some familiar situations and points towards the most generally accepted ethical interpretation for each. It is intended as an aid to application of the code, not as supplementary rules.

- Ethical Guidelines for Advertising to Children (121 kb, *.doc)

The Executive Board of the European Association of Communications Agencies has prepared the following guidelines for use by its Members when advertising to children, to encourage a greater sensitivity and understanding among agency employees, now and in the future.

Obesity

- EU Commission and UEFA Produce Joint TV Campaign Promoting Physical Activity (726 kb, *.doc)

The European Commission and the Union of European Football Associations (UEFA) have launched a joint TV advertising campaign, created by EACA member AMV BBDO, which will be aired free of charge in more than 40 European countries at the interval of each of this season’s (2007/2008)125 televised Champions League football games.