Thinking about regulations

Nowadays, there are tons of laws, taxes, and monitoring policy held within the advertising industry field that shape the way the advertising that we see it´s created, distributed and displayed. Regulations of the advertising industry cover a variety of aspects, such as placement, timing and content.

But when we talk about the cultural industries vs. policy, LSE scholar Andy Pratt says that they might sound completely opposite, and that they do not embody each other goals and concepts. Creative industries suggests innovation, creativity, individuality, personality, colors and variety...when in the other hand, regulation sounds like rules, uniformity, standardization, boredom and sabotaging the freedom of expression.

Well, it can't be that bad isn't it? We have to acknowledge the facts that these industries send out information to millions of people through mass media; regulation in this framework adds a certain organization and sensibility rather than stopping innovation. Actually, these organizations are aware of the opportunities and potential of the cultural industries; particularly in the UK, where the advertising industry - our main interest in this blog - it's blooming quickly, as it becomes bigger and better. To me, the regulation of this bodies' purpose has to do with morals, cultural sensibility and efficiency.

Who make these regulations? There are main organizations in charge of that in the UK, one of them it's the Advertising Standards Authority. They state in their official Website that they are an independent organization from the government and advertising industry, which act as a watchdog; they monitor the advertising campaigns to protect "high standard and quality of the advertising and benefits to the consumers". They do so by appliying the "Advertising Codes" and the established "standards of service", which include aspects such as credibility, honesty, decency, and legal aspects.

Another important regulator is Ofcom. This is a more broad regulator as it covers many fields of communication. They also state on their Website that their main goal is to improve communications services in order for the people in the UK to receive the best from it; no scams, sharp practices or lies. Ofcom exclusively operate basing their measures in the "Communications Act 2003", a Parliament Act.

Now if we look at the big picture, we realize that it is not as bad as it sounded!. Regulations offer a great opportunity of fair and honest media which means a lot of benefits for the consumers. Good, healthy competitive, respectful and sensitive advertising is the key for a efficient and effective effect for us and the advertisers.