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Car advertisers pulled over for speedingB&T WeeklyTuesday 2 April 2002 |
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Sarah Plaskitt A MEETING to tackle the issue of establishing an industry code for speed in motor vehicle advertising has been set for April 10 in Canberra. The meeting will be chaired by Senator Ron Boswell, Parliamentary Secretary for Transport and will be attended by industry stakeholders. Boswell said the move follows community concern at the increasing number of car advertisements that place undue emphasis on speed, power and aggressive driving behaviour. He said a submission with suggestions for a more comprehensive voluntary code was recently sent to the advertising and motor vehicle industry for consideration prior to the meeting. Boswell has proposed more comprehensive and specific guidance for manufacturers and advertisers in line with the codes used in the UK and New Zealand. Advertising Federation of Australia executive director Lesley Brydon said it had been monitoring developments on the issue and it was important that the industry addressed community concerns. The Pedestrian Council of Australia has also again recently raised the issue, calling for tougher restrictions on the depiction of speed in car advertising. The head of the body Harold Scruby, speaking recently on morning radio, called for the sacking of the Advertising Standards Board for its lack of action on the issue. “We recognise that there are concerns in segments of the community, particularly among motoring organisations, regarding some advertisements,” Brydon said. Brydon said that while the AFA did not want to limit the creative flair and use of humour and fantasy in this style of advertising it recognised that speed was a contributing factor in road accidents. “It must be remembered that advertising agencies in Australia have built some of the most successful road safety campaigns in the world—we are certainly aware of our social responsibilities in this area.” “It is important that it is a ‘whole-of-industry’ approach involving the motor vehicle manufacturers and importers (the Federal Chamber of Automotive Industries), the Australian Association of National Advertisers, and advertising agencies,” Brydon said. “The advertising industry has already developed a range of successful voluntary codes on issues such as alcohol advertising, weight management (slimming) advertising and guidelines on advertising to children.” |
