Advertising for Better Advertising
A new institutional campaign by IAP, the Advertising Self-Regulation Authority, has been launched today in newspapers, magazines, online, and on billboards.
IAP is the non-profit organization that blocks offensive, false, vulgar, or violent advertising campaigns, preventing them from being further published or broadcast in the media. It has been active in Italy since 1966, but not everyone is aware of its existence.
If an advertisement offends you, is false, vulgar, or encourages violence, you have every reason to be outraged. But you can do something more: report it to IAP, the Advertising Self-Regulation Authority. Just click on the website www.iap.it and take five minutes to fill out the form. IAP monitors major international media, but even some local or online campaigns may slip through: that’s why your reports are so important.
Reported campaigns are examined within a few days by control bodies composed of expert and independent members whose judgments are respected by companies, advertising agencies, and the media. A campaign blocked by self-regulation cannot be published or broadcast. Online, we need everyone’s help. If you want to help, do not republish campaigns already blocked by self-regulation.
“We want to communicate the existence of IAP and its tasks. To make it clear to everyone how to access the services it offers and how to report campaigns that are considered non-compliant with the code’s rules,” explains Vincenzo Guggino, Secretary General of IAP.
He adds: “In addition to receiving and managing citizens’ reports free of charge, and in addition to carrying out constant monitoring of advertising campaigns, IAP offers companies and professionals three effective tools to defend good communication practices: protection of creative ideas, prior opinions, intervention on reports of unfair competition.”
The campaign was conceived by the Milan-based agency Progetti Nuovi under the creative direction of Annamaria Testa. The illustrations are by Pierluigi Longo. The institutional website is also online from today, restructured in terms of content and graphics and easy to use with any device. The restructuring of the IAP website was entrusted to the agency Hagakure.
