Briefing by Advertising Standard Authority: IBA Merger, Restructuring & 1999 Elections: briefing

Meeting report

COMMUNICATIONS PORTFOLIO COMMITTEE
2 November 1998
ADVERTISING STANDARD AUTHORITY: BRIEFING; IBA MERGER, RESTRUCTURING AND 1999 ELECTIONS: BRIEFING

Documents handed out: none

SUMMARY
The chairperson, Mr. Moeti, mentioned that the representatives from the IBA could not attend this morning’s meeting due to personnel issues at the IBA.

A representative from the Advertising Standards Authority gave a presentation on the importance of advertising standards in upholding integrity and decency throughout the advertising industry.

The Committee discussed the Broadcasting Bill how the position of some of the opposition parties should be recorded in the Committee’s report.

DETAILED MINUTES
Advertising Standards Authority
In her presentation the ASA representative stated that advertising standards are important to prevent misleading and unethical adverts. She also emphasised that advertising standards would prevent the theft of intellectual property. The standards she proposed would be upheld by the advertising industry itself. These standards would also be based upon an international code of advertising.

The upside of the system proposed by the ASA was that it would not cost the consumer anything. If a consumer or retailer suspected an advert of violating the standards proposed by the ASA, either the consumer or the retailer could lodge a complaint with the ASA. The ASA would investigate and take the appropriate measures.

Planned merger of IBA and SATRA / Broadcasting Bill
Ms Smuts (DP) reiterated the DP’s disagreement with the planned merger of IBA and SATRA. She said there was no law justifying it whatsoever. Ms Smuts added that the Committee should start advertising now for the IBA position. Ms Vos (IFP) suggested that the Committee start advertising and interviewing in January.

The bulk of the discussion centered around the Committee’s report on its position towards the Broadcasting Bill. Ms Smuts wanted it made clear in the Committee’s report that the DP, IFP, and the NP opposed the Bill. According to Ms Smuts, the Bill was simply unacceptable. The Chairperson, Mr Moeti, responded that the Bill was acceptable and necessary.

Mr Kekana (ANC) suggested that the Committee’s report should clearly indicate that public hearings on the Bill had occurred.