Certain sectors continue to face major threats to their ability to communicate with consumers, such as food, alcohol, energy drinks and toys. the industry at large faces horizontal challenges in relation to digital with privacy concerns being prioritised by policy-makers globally. the broader advertising ecosystem faces an existential threat in the form of ad blocking.
Share this post
As part of the European Commission’s Digital Agenda, the Digital Single market Strategy looked to maximise the potential of the digital economy. The Commission seeks to optimise regulation and holds the keys to a potentially enhanced recognition for the role of self- and co-regulation in the digital environment.
The General Data Protection regulation officially came into force in may and will have a substantial impact on how marketers collect and use data, not just in Europe but around the world. Brands now face a crucial 18-month implementation period.
The process to revise the Audiovisual Media Services Directive, the main EU law governing advertising on TV and online video services, was the number one focus for brand owners in 2016. The European institutions are debating on how to keep the regulation relevant as media consumption patterns continue to evolve and new services are offered.
The effectiveness of industry programmes to ensure responsible advertising practices, such as the EU Pledge and Responsible Marketing Pact, will be key to warding off the more disproportionate calls for regulation proposed by an increasing number of activists and policy-makers.
For more information, contact Will.