Secretary of state commits to online self regulation

Cabinet Minister calls for industry to work together and says “Self regulation should come first”. Minister acknowledges online advertising is crucial to creative industries and wider economy.

Friday, 14 November 2008

The Secretary of State for Culture Media and Sport, has supported the online advertising industry’s call for self regulation and emphasised the significance of internet advertising to Britain and its importance to the wider economy.

Giving a keynote address at the IAB Engage 2008 conference in London, the Rt Hon Andy Burnham MP, said that he was in many ways “the minister for advertising” and pledged to do more for this “great British industry”.

Burnham acknowledged that the industry is facing up to challenging times as old media collides with new media and questioned what the appropriate course of action for the government, saying “should self regulation come first.”

Burnham said he was interested in finding solutions that have consensus, but online advertising doesn’t have the “familiar anchors” that regulation has in the traditional media world.

Encouragingly, Burnham said the “Government is moving away from thinking online is ungovernable”, adding “we are in a period when we need to establish societal norms. I don’t think we are there yet, we’ll get there in a self regulatory way. The stakes in the ground are not quite there, that is something we need to address together.”

He said that the industry needs to act responsibility and in doing so will “get full support of the government.”

Burnham recognised the challenging economic climate and said that creative industries are becoming “mainstream to the economy”. He said the Government must “nurture” talent, strength and growth of creative industries to “compensate for what we are losing in other areas.”

Burnham acknowledged that advertising has a “crucial role” to play in supporting high quality online content that makes parents comfortable. He also called for greater transparency as the lines between advertising and content were blurred. “British viewers don’t want blurring of content and advertising” and that the industry needs to look at the “point of balance and social responsibility to give parents and consumers more confidence online.”

When questioned about online behavioural advertising Burnham said he “could see the benefit of advertising of greater relevancy but there needs to be informed consent.”, and added “ issues of privacy and civil liberty are part of this.”

Nick Stringer, Head of Regulatory Affair at the IAB, welcomed the Secretary of State’s dialogue about the partnership approach. “We recognise the importance of balancing online creativity and innovation with the need to protect consumers. The IAB welcomes the Secretary of State’s emphasis on self-regulation in delivering that balance – something that the IAB is striving hard to deliver.”

For more information please contact amy@iabuk.net