Expert consumers ready to give advice

21 January 2005

Members of the AAC.  Click here to find out about them

The Advertising Advisory Committee (ACC) has hailed its first meeting a success in which it identified alcohol and food advertising as two key areas it will be focusing on over the next year.

Elizabeth Filkin (pictured above top left), the independent chair of the ACC and former Parliamentary Commissioner for Standards, said the newly appointed panel of seven consumer experts quickly established itself as an effective team with complementary skills. “It’s apparent even from this first meeting how deep and wide each Committee member’s interest has been in consumers and advertising,” she said.

The Committee will act as a sounding board for the Broadcast Committee of Advertising Practice (BCAP), as it updates the TV and radio advertising codes. Its members, most of whom hold existing positions on consumer panels, have been appointed to ensure that the concerns of viewers and listeners are at the heart of broadcast advertising regulation.

“The Committee members are consumers of advertising, who are also in contact with extensive networks within other consumer organisations so they have a wider outlook,” added Filkin. All members boast a wealth of experience in representing the voice of the consumer in public life; further information on the members can be found at www.cap.org.uk/cap/Advertising+Advisory+Committee.

The AAC will welcome any feedback from consumers who feel strongly about a certain advertising issue. Consumers will be invited to post an email outlining their concerns to the AAC. It will not be possible for the Committee to personally reply to emails, but each comment will be considered in AAC meetings. Details on how the AAC can be contacted will be posted on the above website shortly.

The AAC will pass on its advice to BCAP, which will take this into account when making its decisions and will let the AAC know how it has responded to its suggestions. “BCAP has undertaken to take the AAC’s advice seriously and I’m convinced it wants the AAC to have a serious presence,” adds Filkin.

The AAC members took their posts on 1 January and their first meeting was held on 13 January.