The commission has published a consultation paper on the regulation of non-broadcast political advertising, and is now seeking comment on whether or not a code on the content of political advertising should be drawn up and if it would be practicable.
The consultation comes after the question of how best to deal with political advertising was put to the Neill Committee on Standards in Public Life in 1998. The committee found that the best way forward was to establish a code and recommended that political parties and advertising agencies work together to formulate the code.
Two years later, in 2000, non-broadcast political advertising ceased to be regulated by the British Code of Advertising, Sales Promotion and Direct Marketing. However, a report published by the Electoral Commission in 2001, 'Election 2001: The Official Results', found that no progress had been made towards an agreement on a new code.
Glyn Mathias, electoral commissioner, said: "Political advertising campaigns can generate considerable controversy. We are keen to receive comments from as wide a range of people as possible during this consultation, particularly advertising and communications practitioner, political parties, the media and electors."
Political advertising has provided some of the most memorable imagery from the British advertising landscape, from 1979 "Labour's not working" ads, created by Saatchi & Saatchi for the Conservatives, to the 1997 "New Labour, new danger" advertising showing Tony Blair with devil's eyes, created by M&C Saatchi.
Responses must be submitted by January 9 2004.
The consultation paper can be downloaded from the Electoral Commission site.
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