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Wednesday, May 16, 2012

Global Actions May 16, 2012

Key Recent Milestones:

· China: Global Actions country coordinator James Yu met with the China Alcoholic Drinks Industry Association (CADIA) to discuss the corporate social responsibility (CSR) survey in China. The survey is expected to commence in late May.

Global Actions in Focus: Self-Regulation in the Philippines

The Ad Standards Council (ASC) and the Philippine Association of National Advertisers (PANA) will soon be launching an ambitious nationwide advertising monitoring exercise.

The comprehensive exercise will focus on beverage alcohol advertisements, but also look at advertisements from other key sectors and their compliance with existing self-regulatory rules in the Philippines. The monitoring proposal is tailored to include the Philippine self-regulatory system of pre-screening ads before they are broadcast or printed.

The beverage alcohol ad monitoring will be broken down in three parts, reflecting ASC’s screening process: (1) screening of initial creative materials (storyboards, scripts, etc.), (2) screening of finished materials (TV, radio ads, etc.), and (3) post-screening.

Each part will look at different elements, including: the volume of ads submitted for screening, whether they were approved or rejected for production, how many complaints a certain ad receives, the nature of these complaints, breakdowns of ASC’s Screening & Hearing Panel decisions, and company compliance with ASC decisions.

The aim of the monitoring is to identify areas in which industry needs to “improve” with regard to the Philippines’ general advertising code, as well as to draw conclusions about what works and what doesn’t in terms of creative materials.

Concrete deliverables for industry include three monitoring reports to be delivered in 2012 in addition to best practice workshops based on the monitoring results and aimed at marketers within PANA’s membership.

What’s Happening Next:

· Mexico: Global Actions Mexico will be attending the 3rd Mesoamerican Forum Good Practices in Road Safety from May 15 to 17, 2012 in Puebla. The event is hosted by the Ministry of Health and the Pan American Health Organization (PAHO).