In advance of its end-of-year introduction as the U.K.’s new comm...

suggested that existing differences between regulation of broadcast and nonbroadcast media no longer might make sense in the digital world. Currently, the Independent TV Commission enforces ad rules for TV and the Radio Authority for commercial radio. However, all other media -- including Internet advertisements and text messaging -- are governed by a code of practice set up by advertisers, agencies and the media and managed by the Advertising Standards Authority (ASA), an industry self- regulatory body. OFCOM proposes that viewers’ and listeners’ complaints about TV or radio advertising also be handled by a self-regulating industry body under the aegis of the ASA, with OFCOM continuing to control such issues as the amount on advertising that can be shown on TV. The change would benefit consumers, OFCOM said, because many of them already think the ASA regulates TV and radio advertising and because allowing the ASA to handle all gripes would create a “one- stop shop” for complaints about all U.K. advertising. OFCOM is seeking input on several questions, including: (1) The pros and cons for consumers of using the same approach to regulating all advertisements in all media. (2) The advantages and disadvantages to the advertising and broadcasting industries. (3) ASA’s independence from the ad industry. (4) What enforcement authority ASA would have. (5) What appeals process there should be for viewers, listeners, advertisers and broadcasters. Comments are due Jan. 9, 2004 -- ian.blair@ofcom.org.uk.