EACA Monthly Newsletter August 2003
1 August - September 2003
Children and Advertising
New IOTF Report Calls for Measures on Advertising to Children
On 2 September, the International Obesity Task Force (IOTF) published its second report on obesity, "Obesity in Europe 2". IOTF produced its first report on the issue, "Obesity in Europe", one year ago. The report was presented at the European Union obesity summit held in Copenhagen on 11-12 September 2002 under the Danish Presidency of the EU.
"Obesity in Europe 2" updates the issues identified in the first report and sets down specific recommendations to politicians and business leaders on how to tackle the obesity epidemic across Europe.
The report also has a clear focus on the responsibilities of the food, drink and retail sectors to contribute to measures to prevent obesity, as well as on the role of food marketing directed at children. The report states that:
The new IOTF report recommends the following "immediate and long-term actions" to promote healthy lifestyles education, information and communication. www.aeforum.org.
Commission seeks picture warnings for tobacco packages
The Commission is inviting proposals for graphics to be used as illustrations of health warnings on cigarette packages. The use of picture warnings will not be made mandatory. The Commission has adopted a Decision which opens the way for Member States to use such pictures as part of the obligatory health warnings on tobacco products from 1 October 2004 on. It also lays down the conditions under which they may be used.
The graphics will accompany health warnings as "smoking is highly addictive, don't start", "smoking can cause a slow and painful death" and "stopping smoking reduces the risk of fatal heart and lung diseases
TV Without Frontiers
European Parliament adopts resolution on Television Without Frontiers
The European Parliament adopted a resolution on 4 September on the fourth report on the application of the Commission's directive on "Television Without Frontiers" seeking complete overhaul of 'Television Without Frontiers' directive.
The Members of the European Parliament (MEPs) restated their opinion that the directive requires a complete overhaul to take account of the technological developments and changes in the structure of the audiovisual market. MEPs want the directive to be re-presented in the form of a framework package which would bring together the current directive's underlying principles, the e-commerce directive and the directive co-ordinating certain copyright rules applicable to broadcasting and retransmission. The MEPs are concerned about the integrity of the media, which they feel is threatened by growing concentration in the industry. Several amendments were adopted calling for rules to be laid down on ownership of television media in order to ensure freedom and pluralism
EU-wide rules on TV ads should remain in force
The participants in the informal Audiovisual Council Meeting, taking place in Italy 12-14 September, decided that the existing EU-wide rules on television advertising should remain in force, while the qualitative restrictions should be adapted to the new advertising techniques.
The appropriate quantitative restrictions should be based on co-regulation, i.e., on reconciliation of the views of all affected stakeholders. In this context, Germany and Italy urged the relaxation of quantitative restrictions on advertising.
New forms of TV advertising, as virtual imaging, split screen and product placement in films were considered by the Council. The meeting also set out to prepare the latest review of the Television Without Frontiers Directive, and the ministers discussed the issue of television's - and in particular violence's - impact on minors. On the latter issue, the Council urged the exchange of good practices and the drafting of codes of good conduct. The ministers will meet for a formal session on 24-25 November in Brussels.
Unfair Commercial Practices
Legal Affairs Committee appoints new rapporteur
The Legal Affairs Committee (JURI) appointed Fiorella Ghilardotti as Rapporteur on Unfair Commercial Practices issues.
Ghilardotti has been an MEP since 1994. She is a member of the Democrati di Sinistra list (Left). From Milan she has a Trade Union background. She has also been Rapporteur on a number of employment and equality issues, also company law and measures to combat counterfeiting. She is very interested in local development and third sector employment.
Children and Advertising
Australia - Review of Food Advertising Self-Regulation
The Australian Association of National Advertisers (AANA), the Advertising Federation of Australia (AFA) and Commercial Television Australia (CTVA) - the industry body representing Australian free-to-air broadcasters - are conducting a review of their respective advertising codes of practice as they relate to food advertising to children.
The review follows the recommendations made at the NSW Childhood Obesity Summit held in Sydney on 10-12 September 2002.
CTVA hopes to introduce the new Commercial Television Industry Code by the end of 2003.
Ireland - Broadcasting Commission of Ireland is drafting a children's advertising code
The Broadcasting Commission of Ireland (BCI) has just completed the first phase of consultation on a new children's advertising code. The first phase passed without controversy, as it focussed on defining terms, such as "child" and "children's advertising".
'Children's advertising' is defined as 'all advertising that is broadcast during programmes watched by children and/or that targets children under 18 years of age, but which takes cognisance of the differing levels of protection required by different age categories, in particular younger children and youth/minors'. The article also states that the second phase of consultation, which begins in September, is likely to be more contentious.
UK - FSA Consumer Committee Input on Promotion of Foods
As reported by AEF, the UK Food Standards Agency (FSA) is due to publish its review of the evidence on the effect of promotional activity on children's eating behaviour.
The discussion document is intended to give Consumer Committee members background information on the issue of food advertising to children. It presents the opinions of consumer groups and industry associations and includes an overview of the FSA's previous work on the matter.
The document also contains a list of promotional activities employed by industry, from TV advertising to toy premiums offered with food products. www.aeforum.org.
France - Adoption of a bill on the electronic communications and the services of audio-visual communication.
A new definition of the electronic communication networks in France is being introduced covering the whole of the networks: fixed or mobile telecommunications networks, cabled networks, networks of terrestrial diffusion or by satellite. The Authority of Regulation of Telecommunications (ART) will be in charge of the questions of economic regulation, in particular for the regulation of the sales departments using these networks. It will not intervene however in the regulation of the leading contents themselves.
EACA - Omnicom agencies take top honours at EACA EURO EFFIES
Omnicom agencies BBDO Europe and TBWA/PARIS were the main winners at this year's EACA EURO EFFIE awards in Brussels on 2 October.
BBDO Europe, the winner of 2 Gold & 2 Silver Euro Effies, was named Agency of the Year, while TBWA/PARIS scooped 2 Gold Euro Effies and earned the Grand Prix for its long-running campaign for Absolut Vodka.
Other Gold award winners were Rainey Kelly Campbell Roalfe/Y&R for Land Rover Freelander, Leo Burnett, London for the Nintendo Gameboy Advance launch and Jung von Matt, Hamburg, for the BMW MINI "Is it love?" campaign.
After reviewing the 33 finalists in this year's competition, the international jury of advertisers, agencies and researchers had a clear message for future Euro Effie entrants - "the 2003 winners are great examples of effective advertising; use them to learn how to present a compelling case."
In particular the judges stressed the need for much greater precision in defining objectives and for brief, clear and above all relevant data to prove that those objectives have been met.
This, the first time that the Euro Effies have been held without the support of one of EACA's National Association members and independently of the better established national Effie competitions has confirmed the awards as a truly European and independent competition, which has proved its appeal and resilience by attracting a record 73 entries from no fewer than 28 agencies in 14 countries in 2003.
France - French EFFIE Awards
After careful consideration all the 41 entries, for the French Euro EFFIEs, the jury chose 12 finalists. The French EFFIE Award ceremony will take place on Wednseday 26 November at Pavillon Gabriel. For more information please see the following link :
Germany - GWA EFFIEs: Quality and continuity prove success.
The jury delivered its vote for the first round of the GWA Effie 2003. Out of 153 entries, 41 qualified for the Finalist list.
The GWA Chairman, Holger Jung (Jung von Matt), said that "despite the hard times of the economical conditions there was a high participation rate for the German Effies".
On Wednesday October 15, 2003, the 16-member jury will choose the winners form the 41 finalists divided amongst 14 categories. Two days later, on Friday, 17 October, the trophies will be handed to the winners during the EFFIE Gala taking place in Berlin.
UK - IPA launches 2004 IPA Effectiveness Awards competition entry criteria
The IPA launched on September 19th the Guide to Entrants for the 2004 IPA Effectiveness Awards.
The 2004 competition is being sponsored by the Financial Times in association with WARC, the official publisher of the effectiveness papers.
Under the new criteria entrants are once again being asked to collaborate on papers and to demonstrate the power of ideas through more than one communication channel. There is also a new ruling which allows non members to enter the competi-tion, and changes to some of the special prizes.
The judging panel this autumn is headed by Sir Niall FitzGerald, Joint Chairman and CEO of Unilever.
The key dates for this competition are:
- Closing date: 21st May 2004
- Shortlist date: September 2004
- Presentation date: 1st November 2004
To link to the Guide to Entrants which is available on the IPA website please click here
UK - Pharmaceutical adverts 'inadequately policed'
The government agency responsible for regulating medicines was accused recently of failing to police the pharmaceutical companies properly after the withdrawal of three misleading drug adverts within a year.
The Consumers' Association demanded a "more robust and vigilant" approach from the medicines and healthcare products regulatory agency, which is supposed to vet the claims made by drug companies for their products, and would like to see an inquiry into the promotion of drugs.
The misleading claims have appeared at a time when the drug companies are pressing to be allowed to advertise direct to the consumer. The industry has benefited enormously from lifting of restrictions in the US, which has caused their profits, along with their advertising and marketing budgets, to soar.
Television Without Frontiers
Germany - Revision of the EC-Directive 'Television without Frontiers': DLM Calls for a Unified Legal Framework for All Audiovisual Electronic Services Television without Frontiers Needs Limitations in Advertising
With numerous proposals for an optimization of the Directive "Television without Frontiers" (TWF Directive)]the Directors Conference of the State Regulatory Authorities (DLM) has now added its voice to the on-going review process. Gernot Schumann, European Affairs Commissioner of the DLM and Director of the State Regulatory Authority for Broadcasting and New Media (ULR) in Kiel, summed up the essence of the DLM opinion thus: "The proposals aim for a regulatory framework for classical television and other comparable audiovisual services, which is based on the function of television as a medium for and a factor in the formation of opinion in a democratic society and which, against the background of technological and market development, better balances the interests of viewers and service providers." In regard to the current discussion surrounding further deregulation of advertising regulations Schumann declared "Television without frontiers will in future also need limitations in advertising."
In its opinion the DLM also takes a position on the transmission of events of major importance to society ("listing rule") and on the regulation of program and producer quotas. The DLM opinion can be found in www.alm.de.
Germany - Germany decides to appeal against EU's tobacco advertising ban '
The German government has decided to take the EU's tobacco directive to the EU Court for a second time to annul its provisions to ban tobacco advertising in newspapers and magazines, as well as at international sporting events, in the European Court of Justice. Germany argues that the Commission "overstepped its authority" by introducing such ban, due to take effect in 2005. with the submission from the Commission of the revised version of the tobacco directive, Germany opposed the ban together with Britain all the way through. The German government filed the appeal on 10 September.
GWA organises second Junior Agency Day
GWA organised its second Junior Agency day into the FH Wiesbaden.
"The junior Agency will grow!" said professor Ruediger Pichler who was for the second time host of the junior Agency day.
GWA junior Agencies, are made up of student teams working on different communications projects. The students are assigned the development of a campaign from its analysis to the strategy and up to its creation. This challenge forces new work forms.
The GWA job exchange
Only since short time the GWA implemented a job exchange on its web page. Here GWA agencies have the possibility of putting their employment offers either into the column "professional" or "beginner" simply and uncomplicatedly.
Professional communication consultation
Dr. Henning von Vieregge, Managing director of the general association communication agencies GWA recently wrote about the successful advertisement and the choice of the right agency. You can find his article at http://www.gwa.de
Uniting Media and Creative
Uniting Media and Creative (30 September - 1 October), organised by Media & Marketing Europe, is attracting some of the best names in international advertising and promises to be one of the highest profile industry gatherings of the year. This essential and long-overdue industry event will address all the key issues that have resulted from the unbundling of media and explore potential strategies to enable media and creative to work together more effectively. For a full programme and on-line registration please visit www.intellagencia.com/uniting or ring the conference team on +44 (0)20 7505 6044 quoting reference EV2. tel: +44 (0)20 7505 6044 fax: +44 (0)20 7505 6001 email: firstname.lastname@example.org online: http://www.conferencesites.co.uk/unitingmedia/