• Adweek/The Hollywood Reporter, Tuesday, May 15, 2007 11:16 AM

The World Federation of Advertisers--which encompasses 55 national advertiser associations--yesterday pledged to give consumers more of a stake in advertising by boosting the complaints process and generating more feedback. The commitment comes after a recent Gallup survey in the U.S. found only 10% of those polled rated the ethics of advertisers as "very high" or "high."

WFA managing director Stephan Loerke says the industry needs to commit to responsible advertising at a time when marketing has an increasingly cross-border dimension and emerging economies are becoming fast-growing advertising markets.

The WFA's measures include boosting consumer awareness about the self-regulatory system; speeding and simplifying the complaint process and the removal of advertisements that breach the codes; setting up a transparent adjudication process; and involving non-industry figures in the self-regulatory process to raise outward credibility and trust in the system.

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