What are advertiser expectations of the revision of twf
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What are advertiser expectations of the revision of TWF?. Stephan Loerke World Federation of Advertisers Vienna 16 May 2003. Why is TWF important to advertisers?. TV is one of the most important mediums for reaching consumers TV is not confined by national borders

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What are advertiser expectations of the revision of twf

What are advertiser expectations of the revision of TWF?

Stephan Loerke

World Federation of Advertisers

Vienna

16 May 2003


Why is twf important to advertisers
Why is TWF important to advertisers?

  • TV is one of the most important mediums for reaching consumers

  • TV is not confined by national borders

  • Benefits for the advertising business of an Internal Market


Why do advertisers consider twf a major achievement
Why do advertisers consider TWF a major achievement?

  • TWF is the cornerstone of the EU Internal Market for the audiovisual industry

    • Enshrines principles of mutual recognition and country of origin

    • Includes harmonised measures on protection of minors, maximum advertising minutage, insertion rules…

  • TWF’s regulation of advertising contrasts with regulatory confusion in the sales promotions sector


What does wfa expect from the next revision of twf
What does WFA expect from the next revision of TWF?

  • Country of origin enshrined in the directive

  • No additional restrictions to commercial communications

  • Clear recognition of effective self-regulation

  • Clear distinction between active and passive TV environment

  • Acceptance of new advertising techniques

  • More flexible advertising insertion rules


What about rules on advertising minutage
What about rules on advertising minutage?

  • Advertisers can live with existing rules on advertising minutage

  • Over-saturation could lead to a decrease in advertising effectiveness


Electronic content directive
Electronic content directive?

  • Advertisers support would depend on what is included/excluded in a technology neutral directive

  • Not supportive of importing overly prescriptive TWF provisions into a content directive

  • Question on media convergence is WHEN not if

  • Thus WFA supports postponement of TWF revision until 2004/5


Self regulation in the advertising sector
Self-regulation in the advertising sector

  • Regulation of the advertising sector is complemented by advertising self-regulation

  • The effectiveness of advertising self-regulation has been proved over last 40 years

  • WFA is working with EASA at EU- and national-level to:

    • Develop best practice at EU level

    • Ensure effectiveness of national SROs


Conclusions
Conclusions

  • Achieve a high level of protection for consumers

  • The directive must be future proof

  • Enshrine the Internal Market principles

  • Allow advertisers to operate effectively across the EU


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