Although advertising is essential for growth and competition in the economy as well as for producing jobs, the Communications Committee’s report: ‘UK advertising in a digital age’ – which was published in April last year – addressed the potential negative impact of digital advertising.
The report deemed the digital advertising market as “dysfunctional” and concerns were raised over the “opaque” nature of the market which meant that even individuals within the industry did not have a clear understanding of it.
As a result of the report, the Committee suggested that the industry makes an effort to self-regulate through independent bodies, and called on the Competition and Markets Authority to complete a market study of the digital advertising market to ensure that it is working fairly for businesses and consumers.
Adblock Bristol is an organisation which is opposed to billboards and other corporate outdoor advertising. The group rallies for a “visual environment which reflects the unique identity of [Bristol], the values of local communities and the local economy.”
The rapid growth of ‘digital’ advertising has changed the nature of the businesses within the industry”
The group recently launched a petition calling for no new billboards in Bristol and is calling on Bristol City Council to introduce a presumption against new advertising sites in the new Local Plan.
In the ‘UK advertising in a digital age’ report, the notion of corporate advertising becoming intrusive to society was mirrored. Advertising is referred to as being “dominated by a small number of very large companies.”
The report reads: “The rapid growth of ‘digital’ advertising has changed the nature of the businesses within the industry. Advertising agencies have been quick to sell digital advertising services to their clients, but we are concerned that in doing so they have created a new threat for their industry.
“Digital advertising often bombards users and does not comply with established standards. This has had a corrosive impact on the trust that advertising traditionally relied on.”
The debate by the House of Lords today is being moved by Lord Gilbert of Panteg, chairman of the committee, and Viscount Younger of Leckie will respond on behalf of the Government.
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