IAA initiates a round table programme:

Self-regulation to develop advertising industry

Anjana SAMARASINGHE

THE International Advertising Association (IAA) Sri Lanka chapter expects to introduce self-regulation to develop the advertising industry.

Speaking at the Annual General Meeting of IAA Sri Lanka chapter Immediate Past President of IAA Sri Lanka Chapter Ranil de Silva said that they expect to have self-regulation to maintain best practices in the industry as it is important for the development of the industry.

“The IAA has also initiated a round table programme to be kicked off in the next few months to facilitate improved dialogue between print media owners, advertisers, media research houses and marketing communication agencies so that they may jointly address issues,” he said.

“Recent negotiations carried out by IAA and member organisations pertaining to the foreign advertising levy, IAA truly spearheaded the effort. A significant revision was formalised through the IAA’s intervention with the Media Ministry and the Treasury.

The IAA together with the 4A’s met with President Mahinda Rajapaksa, Media Minister and the Treasury Secretary in this regard, which ultimately led to a review of the levies imposed on foreign advertising content,” he added.

IAA’s Sri Lanka chapter also plans to introduce its own diploma modeled on the international IAA diploma programme.

After evaluating the two recommended institutes the accreditation will be granted for these institutes to conduct the diploma. “Industry needs more recruitment and it is vital for school children to have more exposure and education on this sector,” he said.

President Elect IAA Sri Lanka Chapter Imal Fonseka said all stakeholders in the industry need to work together for the development of the industry. Revealing his plans for 2007/2008.

Fonseka added that they expect to have a brand conference to enhance the local brands. IAA is also looking forward to have industry debates on effective topics in their 2007/2008 agenda.