• by July 26, 2005

A NON-EDITORIAL, TRUST US -- We've been struck over the past couple of weeks of endorsements for and against the so-called FAIR Ratings Act by the deafening silence from Madison Avenue. On the eve of today's Congressional hearings, the ad industry broke its silence, coming out unanimously against any legislation that would provide government oversight and regulation over the TV ratings process. Three of the most important trade groups representing the interests of advertisers and agencies - the American Advertising Federation, the American Association of Advertising Agencies, and the Association of National Advertisers - today all issued strongly worded statements leaving no doubt where Madison Avenue stands on the subject. Not surprisingly, advertisers and agencies would prefer industry self-regulation, citing 40 years of relative success via the Media Rating Council. No doubt some of their position reflects an overall policy of self-regulation, and concerns that, should the government begin to step in, it might never end.

As one trade association policy-maker told the Riff, "It's the precipice of a slipper slope." Understandably, the ad industry is loath to make that leap, when so many other regulatory issues confront an uncertain advertising future.

But party lines aside, at least one ad industry leader offered two very sound and practical reasons why TV ratings legislation should be resisted.

In a fresh edition posted to his blog today, ANA President-CEO Bob Liodice, ticked off:

* "The advertising industry has a long and productive history of self-regulation and opposes government intervention unless absolutely necessary. We believe the current voluntary accreditation process with MRC involvement is effective.

* "This proposed bill would slow the introduction of new technology and create barriers to entry for new ratings services and for new products within those services. If a product was prevented from becoming commercialized by a protracted, government-mandated accreditation process, we believe that development/implementation of many new products would be severely stifled."

While it is uncustomary for us let our personal views known on the subjects we cover, the Riff would like to break from its normally editorial objectivity and editorialize on this one issue. And what choice do we have but to side with the AAF, the AAAA and the ANA, on this issue. So, just in case the folks in Congress haven't still can't make up their minds after hearing from every ringer put forth by Nielsen, or Don't Count Us Out, we'd also like to let them know that the Riff would like them to keep their mitts off the TV ratings process. For now, anyway. But please do throw just enough of a scare into TV ratings providers so that they'll comply with the industry's official watchdog.