
By Louai Al Asfahani
Managing Partner – Paragon Marketing Communications.
January 08 – 2008
The first step towards solving a problem is admitting that a problem exists. We in the advertising industry have more than our share of problems, but they are not without solutions.
The problem in a nut shell is the absence of consumer pressure groups, in-sufficient regulations, only a handful of agencies self-regulate (although this is slowly changing).
Success is never an accident. It is no wonder that the UK (for example) has a thriving advertising industry, since it is monitored and regulated by a plethora of industry bodies.
I ask then why in a comparatively smaller market such as the GCC, with fewer media vehicles, can’t we regulate an industry which is still in its infancy stage?
VFD: Verified Free Distribution
A subsidiary of ABC which certifies the circulation of free newspapers. Currently we have media vehicles claiming to print and distribute more than 100,000 copies even though the realistic figures are closer to 30 per cent of that claimed by the publisher.
COA: Certificate of Attendance
The COA was introduced in 1993 by ABC, and requires registered members to show proof of systems used to reliably audit attendances at exhibitions and to provide accurate information for certification purposes.
Continue reading ‘Poor regulation hampers the Middle Eastern advertising industry’
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