Background to the Advertising Advisory Committee (AAC)

An Advertising Advisory Committee was set up by the Independent Television Commission (ITC); excluding the independent Chairman, the members of the Committee split 50:50 industry: lay.  After OFCOM took over the responsibility for regulating TV advertising, the Committee was suspended in 2003.  Now that OFCOM has contracted-out its responsibility for the TV Code to an industry body, the Broadcast Committee of Advertising Practice (BCAP), and its responsibility for administering the Code to a special broadcast part of the ASA, the Advertising Standards Authority (Broadcast) ASA(B)), BCAP has reintroduced the AAC and benefited from its advice since January 2005.    

Functions and operation of the AAC  
The Committee is an advisory committee for BCAP and plays an essential role for BCAP in the latter exercising its functions contracted-out by OFCOM.  Its purpose is to provide an independent “sounding board” for the industry body.  The AAC terms of reference are to provide independent, third-party advice to BCAP on advertising-related matters, especially those related to the BCAP Codes, which regulate the content of broadcast advertisements.  The Committee meets no more than ten times a year.  

BCAP gives the AAC all relevant research that it undertakes and keeps the Committee appraised of its plans for code revision, both in terms of substance and timing.  In return, the AAC advises BCAP on those plans.   

In doing so, the Committee draws on its understanding of the prevailing context in which the BCAP Codes operate.  Committee members are required to understand the Codes, their application and the context in which they operate.    

Composition of the AAC  
The Committee is substantially different in composition from its ITC predecessor: except for the Chairman of BCAP, no industry members attend.  The Committee is an independent foil to the industry code-owning body, BCAP.  

The AAC comprises an independent Chairman (Elizabeth Filkin), the Chairman of BCAP (Andrew Brown), an observer from OFCOM and six independent members.          

Members of the Advertising Advisory Committee  

Role

• Contribute an expert or consumer perspective to the development of TV and radio advertising regulatory policy

• Comment on interpretation of existing BCAP Codes and on plans for substantive code changes

• Keep informed and up to date on the content of the BCAP Codes, developments in broadcast advertising and audience research and public opinion on such matters.

Key Requirements
Candidates should have a demonstrable interest in public policy, consumer affairs or social science research and knowledge of and interest in TV and radio advertising.

We are looking for committed individuals who would like to influence code formulation and policy in a responsible and informed manner as part of a group.

Candidates should be open to and support debate. Facilitating and strong listening skills will help effective discussions within a diverse and committed group.

Candidates should be able to absorb complex information and discuss it clearly and concisely.

Members participate as individuals and not as representatives of interests, organisations or lobby groups; they should be independent of the advertising and media industries.

Members are required to have Internet access and to view on-screen moving images.  

Selection
A panel comprising the AAC Chairman, the Chairman of the ASA and the Chairman of BCAP will select and interview short-listed candidates.  The interviews will take place on 27 and 28 November.  Successful candidates will be appointed to the Committee for a term of up to three years starting in January 2009 or January 2010.  The Chairman of the AAC may invite the member to remain for a second term of up to three years.  

Application  
Please e-mail your completed application form to aacrecruitment@asa.org.uk (Ref: AAC Member) on or before the closing date of Sunday 12 October.  Please address your application for the attention of Roger Wisbey, Secretary to BCAP.  We shall acknowledge your application but we shall not otherwise correspond with applicants before the closing date.  

Click here for an application form.