PUBLICIDAD RESPONSABLE, AUTORREGULACION Y TRANSPARENCIA  

  

  

Anunciantes de Latinoamérica se reúnen en Buenos Aires para debatir sobre temas medulares de la industria publicitaria

La Cámara Argentina de Anunciantes será anfitriona del Capítulo Latinoamericano de la reunión anual de la World Federation of Advertisers (WFA), en cuyo transcurso los anunciantes trabajarán para analizar y propiciar las mejores prácticas vinculadas a la comunicación comercial, en beneficio de la industria publicitaria y de la sociedad.

En el marco de la reunión anual de la Federación Mundial de Anunciantes, los días 22 y 23 de mayo se celebrará el Capítulo Latinoamericano, que tendrá como sede la Ciudad de Buenos Aires y contará con el soporte operativo de la Cámara Argentina de Anunciantes. El evento congregará a los principales directivos de las asociaciones de anunciantes de la región, provenientes de Brasil, Uruguay, Paraguay, Chile, Colombia, Guatemala, Panamá, Venezuela y Perú.

 

Bajo la consigna de promover y afianzar el ejercicio de la comunicación comercial responsable y de la autorregulación, abogando por la transparencia de contratación y medición de espacios publicitarios, durante las dos jornadas de trabajo se debatirá, entre otros ítems, sobre la publicidad responsable de alimentos y de bebidas alcohólicas. Asimismo, se brindarán actualizaciones y se analizarán los temas globales que afectan la industria.

 

Por la WFA, estarán presentes Stephan Loerke, Executive Director; Will Gilroy, Director of Communications; y Mario Davis, Vicepresidente para América Latina, a su vez titular de la Asociación Nacional de Avisadores de Chile.

 

 

 

Bogotá 17 de mayo de 2012. Los Effie Awards Colombia entregaron los reconocimientos más esperados de la industria publicitaria en el País, los que resaltan la efectividad. Con una convocatoria sin precedentes, en la cual se inscribieron 272  casos y 122 quedaron finalistas, hoy se entregaron 58 premios, de los cuales 16 fueron Effie de Oro, 19 de Plata , 22 de Bronce y el Gran Effie.

La ceremonia que se llevó a cabo en el Gimnasio Moderno de Bogotá reunió no solo a las agencias de publicidad, centrales de medios, agencias digitales, sino que convoco a los anunciantes que han apostado por generar campañas efectivas y diferenciales.

 

Los ganadores fueron evaluados por 100 jurados que se concentraron en analizar los objetivos cumplidos de cada campaña, de esta manera las categorías que obtuvieron oro, plata y bronce fueron: Categoría Alimentos, Higiene y cuidado personal, Servicios Financieros, promociones, Activaciones, Marketing Relacional, Transformación Social, Gran idea de Medios y éxito Sostenido.

Mientras otras categorías solo premiaron con dos de las menciones: Aseo y mantenimiento para hogar y oficina, Muebles y accesorios para oficina, Servicios Públicos y privados, Gobierno y Campañas de Estado, Vestuario y Calzado, Internet, Bajo Presupuesto, Comercio- Retail y Shopper marketing.

 

Las categorías con una única mención fueron: Bebidas no alcohólicas, bebidas alcohólicas, OTC y RX, Electrónica, Automóviles, Productos y Servicios para Automóviles, Transporte, Turismo y Viajes, Lanzamientos, Medios de Comunicación, Endomarketing y Mascotas.

Los Anunciantes premiados con la mención de oro en diferentes categorías fueron: Alpina Productos Alimenticios, Bavaria, Kimberly Colpapel, Daimler Colombia S.A, Banco Davivienda, Ministerio de Defensa Nacional (con tres menciones de oro en las categorías: Activaciones, Gran Idea de Medios y Gobierno y Campañas de Estado), Alpina, Jardín Plaza, Arcángeles, Nestle Purina, compañía Colombia automotriz, Avesco,  Inversiones Inmobiliarias Arauco y Éxito.

 

Así mismo entre los anunciantes con más reconocimientos estuvieron: Alpina, Johnson & Johnson, Hewlett Packard, cada uno con tres menciones y el Ministerio de Defensa Nacional con 5 premios de los de los cuales tres son Oro.

En cuanto a las agencias con mayores reconocimientos incluidas las tres menciones fueron: LOWE SSP3 con 10, Proximity con 9, Sancho BBDO con 7 y DDB con 6 menciones.

 

El Gran Effie, fue otorgado a Daimler Colombia y Aguayo Publicidad, con su campaña Vladdo, para Mercedes Benz Clase C,  al ser el caso  mejor calificado entre los Effie Oro de todas las Categorías, con excepción de las Categorías Transformación social, Medios de Comunicación y Éxito Sostenido, las que no participan por el Gran Premio.

 

Los Effie fueron creados  en 1968 por la American Marketing Association  de New York  con el fin de  premiar aquellas ideas o estrategias creativas cuya efectividad fuera demostrable y se entregan en mas de 40 países alrededor del mundo. En Colombia estos premios son realizados por la ANDA (Asociación Nacional de Anunciantes) único ente profesional que evalúa la efectividad de las comunicaciones y cuenta con la participación como aliado académico de la Universidad EAFIT.

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En época de cambios e incertidumbre, el pensamiento estratégico, la innovación y el liderazgo son los temas fundamentales para mantener una cultura de excelencia. El Executive Development Program for Managers de University of Notre Dame, ubicada en el último ranking de Times Higher Education 2011-2012 como una de las mejores universidades del mundo ha sido cuidadosamente diseñado para cubrir los temas más críticos para la alta gerencia y sus equipos multifuncionales.  Durante tres días en un ambiente de inmersión total, conocerá las mejores prácticas, compartirá experiencias con pares y obtendrá herramientas de aplicación inmediata junto a tres destacados académicos de University of Notre Dame: · 4 de junio - Estrategias de Liderazgo Motivacional: El Líder como Coach - Joseph Holt · 5 de junio - Pensamiento Estratégico: Organización, Clientes y Competidores - James Davis · 6 de junio - La Innovación en los Negocios - Rajan Kamath Lugar: Paipa Estelar y Centro de Convenciones Para más información visite nuestro sitio web ò Comuníquese con nosotros al (571) 6298800. ¡Lo esperamos!

Cordialmente, Mónica Buriticá.  Seminarium Colombia Teléfono: (571) 6298800 Ext. 106 Cel.: 31O-5461335 Fax: 6298800 Ext. 106 monica.buritica@seminarium.com.co

To: Responsible Advertising and Children Programme (www.responsible-advertising.org)
Re: Audio-visual Media Services Directive first application report highlights industry progress, calls for greater children’s protection

On 7 May, the European Commission published a first report on the application of the 2010 Audiovisual and Media Services (AVMS) Directive (2007/65/CE) which recognises the effectiveness of the Directive but highlights the need to strengthen the rules protecting children:

"The report shows that the AVMS Directive is working, but internet-driven changes such as Connected TV mean we cannot be complacent" said Vice President Neelie Kroes in a press release.

In addition, the report highlights some aspects of the provisions on commercial communications that will need more in depth study.

Key points on advertising and children:

·         EU Platform for Diet, Physical Activity and Health

The Commission welcomes the progress made by the industry in the field of marketing and advertising as highlighted by the evaluation of the Platform for Action on Diet, Physical Activity and Health but supports the development of a definition of stricter age and audience thresholds for advertising and marketing and more consistent nutritional benchmarks across companies. 
Additionally, the Commission calls on Member States to encourage audiovisual media service providers to develop codes of conduct regarding inappropriate audiovisual commercial communications for food high in fat, salt or sugar targeting children.

·         Protection of children in advertising

A content analysis of the 100 most frequently broadcast advertising spots showed that the Directive’s provisions on the protection of minors in advertising were seldom contravened. 

·         Self-regulatory initiatives

The Commission underlines the role of Member States in framing industry-led self-regulatory codes, “(…) in particular with regard to the efficient and well-resourced administration of codes and the handling of complaints.”

·         New media

The regulatory framework set by the AVMS Direct will have to be tested against new media. Challenges posed by the transition to Connected TV services such as control of advertising and data protection are substantial. Such technological evolution might blur the boundaries between broadcasting and over the top delivery of audiovisual content. The Commission will deepen its analysis in the coming months and launch a wider consultation process in view of a policy document on Connected TV.

Next steps:

·         With regard to advertising and children, the Commission will initiate the necessary research in 2013 to assess the impact of commercial communications on minors, on their exposure and consumption behaviour, especially for alcoholic beverages, and the effectiveness of the Directive in achieving protection.

·         The 2004 Interpretative Communication which clarifies certain aspects of the provisions on TV advertising in the “Television Without Frontiers” Directive will be updated in 2013.

·         To date, 25 Member States have notified complete transposition of the AVMS Directive into their national legislation. Poland and Belgium still need to adapt their legislation. Additionally, three Member States still need to make some changes to their legislation in order to comply with the Directive.

To: Responsible Advertising and Children Programme (www.responsible-advertising.org)
Re: US Institute of Medicine makes food marketing recommendations 

The US Institute of Medicine (IOM) just released a 462-page Report entitled: “Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation” drafted following a request from the Robert Wood Johnson Foundation.

IOM welcomes industry self-regulatory initiative in advertising to children (such as the Children’s Food and Beverage Initiative) but calls for stricter guidelines which apply to all food products, on all media, as well as for the extension of the guidelines to the age of 17 and for a more extensive membership.

It states that if stricter marketing standards have not been adopted within two years by a substantial majority of food, beverage, restaurant, and media companies, policy makers should consider setting mandatory nutritional standards for marketing to people aged 2-17.

Key Recommendations (divided in 5 broad themes) include:

1.     Integrate physical activity every day in every way

 

2.     Market what matters for a healthy life

o    The food and drink industry should develop and promote a variety of beverage options for consumers, including a range of healthy beverage options, beverages with reduced sugar content, and smaller portion sizes (for example, 8-ounce containers)

o    Chain and quick-service restaurants should substantially reduce the number of calories served to children and substantially expand the number of affordable and competitively priced healthier options available for parents to choose from in their facilities (through a joint effort modelled after the Healthy Weight Commitment initiative) and by making half of all children’s meals consistent with the food and calorie recommendations of the Dietary Guidelines for Americans for moderately active 4- to 8-year-olds).

o    The access to sugar-sweetened beverages should be banned in schools

o    Substantial and specific excise taxes should be introduced on sugar-sweetened beverages (e.g.: cents per ounce of liquid, cents per teaspoon of added sugar), with the revenues being dedicated to obesity prevention programs

o    Social marketing campaigns aimed at reducing overconsumption of sugar-sweetened beverages should be developed

o    The report welcomes the individual evaluation of the Healthy Weight Commitment (started in 2010) to study calorie sources and eating pattern shifts which shows that work is under way to measure progress.

 

3.     Make healthy foods and beverages available everywhere

o    All foods and beverages marketed to children aged 2-17 should support a diet that accords with the Dietary Guidelines for Americans

o    The standards set for foods and beverages marketed to this age group should apply to a broad range of marketing and advertising practices, including digital marketing and the use of licensed characters and toy premiums. If such marketing standards have not been adopted within two years by a substantial majority of food, beverage, restaurant, and media companies that market foods and beverages to children and adolescents, policy makers at the local, state, and federal levels should consider setting mandatory nutritional standards for marketing to this age group

o    The Children’s Food and Beverage Advertising Initiative and National Restaurant Association Initiative are encouraging but food marketing targeting children and adolescents continues to heavily promote products high in sugar, fat, and sodium. The industry should adopt common marketing standards on all media and for all member companies, extend the guidelines to the age of 17, and actively recruit additional members

o    Media companies should adopt nutrition standards for all foods they market to young people

o    The Federal Trade Commission should regularly track industry’s marketing standards

o    The FDA and USDA should adopt a single standard nutrition labelling system for all fronts of packages and retail store shelves and consider making it mandatory

o    Restaurants should implement the FDA regulations that require restaurants with 20 or more locations to provide calorie labeling on their menus and menu boards.

 

4.     Activate employers and health care professionals

 

5.     Strengthen schools as the heart of health

 

IOM released an Infographic with its report.

Reuters is one of a number of newswires to have already covered the report.

 

Notes:

·          “Unhealthy” foods/beverages, are foods and beverages that are calorie-dense and low in naturally occurring nutrients (little fibre and few essential nutrients and phytochemicals, but contain added fats, sweeteners, sodium, and other ingredients).

·          Sugar-sweetened beverages are all beverages containing added caloric sweeteners, including, but not limited to, sugar- or otherwise calorically sweetened regular sodas, less than 100 percent fruit drinks, energy drinks, sports drinks, and ready-to-drink teas and coffees.

 

Es un gusto  informarle acerca de nuestro Reconocimiento Universitario Caracol de Plata, IX Edición, con el tema central de DESARRROLLO SOSTENIBLE, las categorías participantes son:

• Cartel / Afiche
• Televisión  
• Medios alternativos  
• Medios digitales

La fecha de cierre de convocatoria será el día 5 de Junio.  Esperamos poder contar con algunas piezas representantes de la Universidades en su país, sobre todo, en las nuevas categorías de Medios Alternativos y Digitales.

Le estoy anexando nuestro Cartel digital y ahí muestra la página en donde los estudiantes podrán encontrar toda la información acerca de bases, requisitos técnicos y ligas a trabajos e información acerca del tema.

Agradeceremos la difución que puedan dar hacia sus contactos que pudieran estar interesados en participar.

Como siempre, quedamos a sus órdenes,

Caracol de Plata, AC

Cd. de México

 

To: Responsible Advertising and Children Programme (www.responsible-advertising.org)
Re: European Commission publishes recommendations on online advertising to children

 

On 2 May, the EU Commission released its New strategy for safer internet and better internet content for children and teenagers which aims to harmonise protections across member states for children using online services.

The measures outlined in the strategy build on ongoing EU actions in this field. An industry coalition* was set up by the European Commission on 1 December 2011 to make a better and safer internet for children.

Online advertising & online purchases

Importantly, the Commission wants standards for advertising on websites for children allowing a level of protection comparable to that of advertising in audiovisual services.

“Advertising is (…) thriving online, and children do not have a developed ability to engage critically with it”, the Commission notes.

It calls on the industry to:

·         provide transparent, clear and age-appropriate information about the costs of services that can be acquired online and avoid default settings that would easily allow children to access premium services for which additional payment is necessary.

·         avoid addressing children directly and encouraging them to buy virtual goods or credits with their mobile phone or other means that do not require prior parental control. Contextual early warnings about additional costs should be envisaged to empower children and parents.

·         build on self-regulatory standards such as those defined by the European Advertising Standards Alliance for behavioural advertising and proactively implement measures to avoid the exposure of children to inappropriate advertising in any form of online media.

The Commission will step up the enforcement of existing EU rules and stimulate further self-regulatory measures in order to better protect children from inappropriate advertising and overspending. It will also expand on the wider issue of children as consumers in the forthcoming Consumer Agenda.

The Commission warns that it will look into further legislation if self-regulatory measures fail to deliver.

Default age-appropriate privacy settings

In order to protect children’s personal data, the Commission calls on the industry to implement transparent default age-appropriate privacy settings.

The Commission will propose in 2012 a pan-European framework for electronic authentication that will enable the use of personal attributes (age in particular) to ensure compliance with the age provisions of the proposed data protection regulation.

Member States should encourage the adoption of self-regulatory measures by industry and follow their implementation at national level.

Parental controls

The industry should also ensure the availability of user friendly parental controls for all on all internet-enabled devices available in Europe. The tools should be efficient for any type of content, including user-generated content.

To this aim, the Commission will support benchmarking and testing parental control tools and relevant support services. Legislative measures will also be considered in this field if industry self-regulation fails to deliver.

*The 28 founding Coalition members are: Apple, BSkyB, BT, Dailymotion, Deutsche Telekom, Facebook, France Telecom-Orange, Google, Hyves, KPN, Liberty Global, LG Electronics, Mediaset, Microsoft, Netlog, Nintendo, Nokia, Opera Software, Research in Motion, RTL Group, Samsung, Sulake, Telefonica, TeliaSonera, Telenor Group, Tuenti, Vivendi, Vodafone.