The proposals would place policing of advertising with a joint TV and radio industry body, under the banner of the Advertising Standards Authority (ASA). This would bring broadcast into line with the press and outdoor sectors.
Under the existing system, TV ads are pre-vetted by the Broadcasting Advertising Clearance Centre, and complaints adjudicated by the Independent Television Commission (ITC), while radio ads are policed by the Radio Authority.
Industry bodies have been quick to highlight benefits of a one-stop shop able to handle complaints across all media. Malcolm Earnshaw, director general of the Incorporated Society of British Advertisers, said it would make it easier for consumers to complain and raise public confidence.
He added: "Consumers are often confused about which regulator they need to complain to. As media convergence continues, confusion will only increase and confidence in advertising decrease."
Earnshaw denied the industry expected an easier ride from a self-regulated body. "The ASA can be very tough as well," he said.
Advertising Association director general Andrew Brown said simplifying the system "would bring real benefits to the industry, but more importantly to consumers".
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