Cinema advertising to be deregulated
At the moment, all cinema advertisements are subject to clearance by the CAA under the CAP Code, but also have to be reviewed by the BBFC as well.
Following a public consultation in which the majority of responses favoured removing the BBFC requirement, the Department for Culture, Media and Sport believes deregulation is fully justified. The DCMS says the application of the CAP Code provides the right levels of consumer advice and protection and they are now looking at the best way to bring about the planned changes.
Says IPA Media Director Geoff Russell; “The historical dual regulation of cinema by the Cinema Advertisers’ Association and the BBFC has long been a source of concern to the IPA and its member agencies - we have been working for over 10 years with the cinema advertising contractors and the Advertising Association to see the set-up rationalised. That the BBFC requirement is to be removed – making the clearance process simpler and eliminating the danger of double jeopardy - is excellent news for both agencies and the cinema industry. ”
Last updated 30/05/2013