The IAB SA resolved at its AGM on 26 October 2016 to apply for core membership of the Advertising Standards Authority of South Africa (ASA), a move which the IAB Board believes will bolster the self-regulatory framework established by the advertising industry 48 years ago and bring much-needed digital best-practice and know-how to the ASA.
The ASA is itself in the process of applying for accreditation by the National Consumer Commission as an industry ombud in terms of the Consumer Protection Act. This will give it stronger and more expansive legal jurisdiction to deal with complaints, and more effective enforcement powers.
Current ASA core members include the Association for Communication and Advertising (ACA), the National Association of Broadcasters (NAB) and the Marketing Association of South Africa (MASA). Core membership will entitle the IAB SA to a seat on the ASA Board, representation on various Board committees, and the opportunity to participate in the formulation and review of the ASA’s business strategy.
“We’re really excited about the role the IAB SA can now play in gearing the ASA up to deal with increased volumes and complexity of complaints relating to online advertising”, says Andrew Allison, IAB SA’s Head of Regulatory Affairs. “The ASA has served across five decades as an example to the private sector of how responsible industry self-regulation can work. We’re committed to ensuring it continues to do so into the future”.
Fred Makgato, Head of Legal and Regulatory Affairs at the ASA, welcomed the IAB SA’s decision, which “happens at an opportune time when digital advertising is growing at an exponential rate in South Africa”.
Mike Gendel, Chairman of the ACA and a director of the ASA, expressed his delight at the decision: “The ACA is certainly pleased that the IAB SA will be applying to join the ASA as a core member. The ASA and its other members recognise the importance of self-regulation across all commercial media, including digital and social media, and the IAB SA’s decision is a welcome development which will benefit consumers and marketers”.
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