Wednesday 14 June 2017

Afro-Buff

The ASA Making Moves - An Update

Gail Schimmel
It has been six weeks or since you last heard from us on the predicament of the ASA in South Africa. Recently, their new acting CEO - Gail Schimmel* - took time out to speak with Afro-IP on developments.
 
Upbeat and positive, Gail is addressing the main issues raised in the Business Rescue Report as follows:
 
Short Term Funding
 
The ASA is calling on every single player in this industry – every agency, every marketer, every advertiser, every media owner and the lawyers – to pre-pay ONE ASA filing fee (R24 396 including VAT).
 
Their call to action is based on the simple premise that advertising disputes need a place of self-regulation away from the courts and the government, that is both speedy and accessible (an attribute of a well-functioning ASA).
 
In exchange for that filing fee, funders will get:
·       Full credit to file a complaint using this fee at any point in the future;
·       A year’s access to the ASA  Rulings Library, valued at R3300;
·       The right to carry the ASA logo, adapted to reflect that you are a supporter of self regulation, on your marketing material;
·       A responsible marketer MAC certificate (providing the funder qualifies) which in turn earns BEE points;
·       Access to training and support in how to leverage the ASA process.
 
Jurisdictional Concerns
To address concerns over jurisdiction highlighted in the Herbex case (which the ASA currently appealing) Gail aims to address these in its memberships contracts which is consistent with the recommendation in the Business Rescue Report. This means that where mainstream associations are involved, it could address the problem if contractual obligations are adopted and enforced by them as part of their membership with the ASA.
 
Sustainability
 
Gail informed us that the ASA has reduced staff from 22 to 7 and consequently decreased its overheads significantly. It has also received several substantial pledges for funding going forward. Gail hopes to further streamline the ASA process and reduce the cost of appeal to make the system more user friendly. Gail also plans to halt the ASA’s application to become an ombudsman under the Consumer Protection Act, focusing instead on renewing public confidence in the ASA as a forum of choice for advertising disputes.
 
Tea
Visiting the ASA, it is clear that it is already different from the forum just a year ago. Tea is served with the teabag in the cup, leaving nothing to chance, and although this is something Gail also promised to fix it’s indicative of an already more austere, purposeful and pragmatic ASA. In a sense (cents) - it is up to the advertising industry and related stakeholders now.
 
*Who is Gail Schimmel?
 
Bright and affable, Gail is armed with more than sufficient nous and experience to understand the dilemma faced by the ASA and to turn the organisation around. She needs support though. Gail’s online profile, twitter and blog can be viewed through the links.
 
How to pledge?
 
Follow the information here.

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