Advertising Industry Self-Regulation Expands Board of Directors

January 27, 2009

CEOs of DMA, ERA, IAB Join Board of National Advertising Review Council

NEW YORK, Jan. 27 /PRNewswire-USNewswire/ — The National Advertising Review Council today announced expansion of the NARC Board to include Julie Coons, President and CEO of the Electronic Retailing Association (ERA), John A. Greco, Jr., President and CEO of the Direct Marketing Association (DMA) and Randall Rothenberg, President and CEO of the Interactive Advertising Bureau (IAB).

The appointments of Ms. Coons, Mr. Greco and Mr. Rothenberg expand the NARC Board, which sets policies and procedures for advertising industry self-regulation, to 11 members from eight members. The move represents the first expansion of the Board since the organization was founded more than 30 years ago.

“The advertising industry has changed dramatically since NARC was created,” said Eric Mower, NARC Board Chair and President and CEO of Eric Mower and Associates, Syracuse, NY. “The ERA, DMA and IAB are strong, effective supporters of self-regulation. The participation of Ms. Coons, Mr. Greco and Mr. Rothenberg will significantly strengthen the board’s ability to build on the success of our self-regulatory programs and provide important perspective on the many new issues faced by the advertising industry.”

“We’ve been actively involved in encouraging self-regulation since 2004, when ERA and NARC developed a self-regulatory program for direct-response marketers. Through our Electronic Retailing Self-Regulation Program (ERSP), we have developed an ongoing partnership with the NARC and consider it the gold standard for ethical advertising practices. It is an honor and privilege to join the board and I look forward to working with my fellow board members to ensure the continuation of a healthy and vibrant self-regulatory community,” said Ms. Coons.

“In a digital economy, many of the distinctions between direct marketing and advertising have diminished and it is important for all sectors in these communities to work together in promoting ethical business practices,” said Mr. Greco. “I’m delighted to join the NARC Board and look forward to advancing the principles of self-regulation.”

“As we look to the future of advertising, it is clear that interactive marketing is playing an increasingly prominent role and it is essential that we continue to demonstrate to consumers and the government our commitment to the highest standards of ethical conduct,” said Randall Rothenberg. “I look forward to working with my fellow NARC board members to build on the outstanding tradition of self-regulation that they have established.”

“NARC programs have an outstanding record of success and are regularly cited by the government and business community as a model of effective self-regulation,” said C. Lee Peeler, President of NARC. “This expansion comes at an opportune time and strengthens our ability to raise the profile and broaden the role of self-regulation in promoting high standards of ethical business conduct.”

NARC was founded in 1971 by the American Association of Advertising Agencies, Inc. (AAAA), the American Advertising Federation, Inc. (AAF), Association of National Advertisers, Inc. (ANA) and the Council of Better Business Bureaus, Inc. (CBBB) to foster truth and accuracy in national advertising through voluntary self-regulation. To assure independence, NARC programs are administered by the CBBB.

Since its founding, NARC has been led by an eight-member board of directors that includes the Chairman and the President and CEO of each founding organization. Board members include Mr. Mower, Nancy Hill, President and CEO, American Association of Advertising Agencies; James Edmund Datri, President and CEO, American Advertising Federation; Robert Liodice, President and CEO, Association of National Advertisers; Steven J. Cole, President and CEO, Council of Better Business Bureaus; Carla Michelotti, Executive Vice President and General Counsel Leo Burnett Worldwide and Peter Blackshaw, Executive Vice-President, Nielsen Online Digital Strategic Services.

About advertising industry self-regulation: NARC establishes the policies and procedures for the National Advertising Division (NAD) of the Council of Better Business Bureaus, the CBBB’s Children’s Advertising Review Unit (CARU), the National Advertising Review Board (NARB) and the Electronic Retailing Self-Regulation Program (ERSP).

NAD, CARU and ERSP are the investigative arms of the advertising industry’s voluntary self-regulation program. Their casework results from competitive challenges from other advertisers, and also from self-monitoring traditional and new media. NARB, the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate those cases that are not resolved at the NAD/CARU level.

About the ERA: The Electronic Retailing Association, located in Arlington, Va., is the trade association for companies who use the power of direct response to sell goods and services to the public on television, online, and on radio. ERA serves as the cohesive voice for multi-channel marketers, while promoting government affairs initiatives and regulations designed to protect our members’ bottom line.

About the DMA: The Direct Marketing Association is the leading global trade association of business and nonprofit organizations using and supporting multichannel direct marketing tools and techniques.

DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today has more than 3,400 members from the US and 48 other nations, including half of the Fortune 100 companies, as well as nonprofit organizations.

About the IAB: The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend.

The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C.

    Contact: Linda Bean

SOURCE National Advertising Review Council

Source: newswire

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