Ofcom consults on proposed extension to the remit of the Advertising Advisory Committee

Ofcom is consulting on a proposal to extend the remit of the Advertising Advisory Committee (AAC). The AAC is an independent advisory panel that provides a consumer perspective on broadcast advertising issues.

The Broadcast Committee of Advertising Practice (BCAP) and the Committee of Advertising Practice (CAP) have requested that the ACC’s remit is extended to cover non-broadcast advertising, i.e. to include adverts in newspapers and magazines, emails, text messages, cinemas, and posters in public places. This change, if approved, would enable the AAC to look at advertising in the round, and provide a consumer perspective that applies across all media.

Ofcom agrees that extending the AAC’s remit is in the interest of consumers, and it proposes to accept the request, subject to consultation. However, Ofcom will be required to make some technical amendments to the “memorandum of understanding” between Ofcom, the ASA, BCAP and CAP.

Views on the proposals must be submitted by 5pm on Thursday 8th August. To access the proposals, click here.