Modelland approaches to establish advertising professional council

Abstract

This research presents the model and approaches to establish of the Advertising Professional Council. The objective of the study is to analyze the type of formation, mechanism for self-regulation in foreign countries, relationship with the state agencies, expectations of the practitioners and stakeholders of the advertising industry towards the creation of an advertising professional council in Thailand. The study was conducted in order to develop a framework and set the direction for the development of the advertising professional council in Thailand. The researcher employed the Mixed Methods Research by combining documentary research on the European Advertising Standards Alliance (EASA), which is an international organization that oversees advertising self-regulation in Europe. An analysis of the best practices in the UK on the Office of Communications (OFCOM) and the Advertising Standards Authority (ASA). Another country studied was the United States. The analysis was conducted on the Federal Communications Commission (FCC), the Federal Trade Commission (FTC), U.S. Food and Drug Administration (FDA), and the Advertising Self-Regulatory Council (ASRC). The study also included an analysis of the Australian Advertising Standards Bureau (ASB). The findings showed that the state and the advertising professional organizations focus on self-regulation of advertising. Their processes are well integrated and effectively encompass all media including marketing activities and related business practices. The regulating organizations may include independent state agencies or organizations established by the professionals. The resulting model is built upon the best practice of EASA. All the organizations involved in the self-regulation come together with the purpose of improving the advertising standard in order to create consumer confidence. The aim is to ensure that consumers receive the benefits and protection of their rights as consumers. After that a survey research was conducted to study the perception of 385 respondents, who are representatives of advertising professionals, media regulating agencies, media monitors, and academics. It was found that the respondents agreed to the establishment of the advertising professional council for self-regulation of advertising. The next stage of the research was an in-depth interview of 17 key informants from the association of advertising practitioners, media regulating agencies, media monitors, and academics. The objective is to study the types of self regulation models. In addition the study assessed the expectations of professionals and organizations related to advertising regarding the establishment of the advertising professional council. The result is the creation of three models to establish advertising professional council comprising of four dimensions. The three draft models were then discussed in Focus Group 1, which comprised of 9 participants from the association of advertising practitioners, media regulating agencies, media monitors, and academics. The results were used to create (Draft) Model 4, in which the advertising professional council would be created under a statute. The organization type would be Self regulatory organizations (SROs). The self-regulation mechanism would consist of five dimensions and four operational phases. Focus Group 2 consisting only of association presidents and management was conducted to discuss (Draft) Model 4. The result is the creation of Model 5, the Final Model with differences in the details from (Draft) Model 4. The resulting advertising professional council would have six dimensions in the form of a co-regulation with the state. Based on the framework of EASA, the Permanent SRO Secretariat would be created to run routine operations. There must be the creation of the code and practice, funding initiatives, and complaint handling process. The vision of the council is to create a self-regulation practice that balances the freedom of creativity with responsibility to society. It should enhance the advertising practice in all dimensions in order to drive the Thai economy to a world-class standard.

The establishment of the council can be created under Section 46 in the Constitution of B.E. 2550, which ensures the protection of the freedom and justice. In addition there is a mechanism for advertising self-regulation in order to develop the advertising practice under a standard protocol. The researcher suggests the development of charter in order to build the foundation for the establishment of the advertising professional council.