The Complaints Committee is the independent adjudicating body of the ASAI.  Its adjudications are published to media and on the ASAI website. 

For those of you who do not know, the membership of the Committee is comprised of industry members and non-industry members, with the latter comprising more than 50% of the Committee.  The non-industry persons are exactly that and come from a wide variety of backgrounds. They do however share some common traits: intelligence and an innate sense of fairness and practicality.

The mix of independent non-industry and industry members ensures that the Complaints Committee brings objectivity to the complaint investigation procedure and provides assurance that the system is operated with primarily the interests of consumers.

The members of the Complaints Committee act in an individual capacity and consider each case on its merits. They take account of the characteristics of the likely audience, the medium which is being used, the location and context of the marketing communication, the nature of the advertised product, and the nature, content and form of any associated material made available or action recommended to consumers.

As a representative of the advertising industry, put forward by IAPI, I participate openly in this process with the added value of putting forward both client and agency voices from a pragmatic perspective. With over 25 years experience in advertising I hope my experience allows me to assess where agency responses to complaints are genuine and where they are not.

This process is confidential, so no details about the discussions of the Committee can be disclosed at any point. That means no lobbying, brown envelopes or sweet deals will be entertained. With this in mind I’ll be posting this blog without my e-mail address!

Author
Author
Finbarr Hayes is an Account Director in Javelin and was nominated as the IAPI rep on the Complaints Committee of the ASAI.
Finbarr Hayes
Finbarr Hayes
Javelin, Rep on the ASAI Complaints Committee