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| Gail Schimmel |
Upbeat and positive,
Gail is addressing the main issues raised in the Business Rescue Report as
follows:
Short Term Funding
The ASA is calling on
every single player in this industry – every agency, every marketer, every
advertiser, every media owner and the lawyers – to pre-pay ONE ASA filing fee (R24 396 including VAT).
Their call to action
is based on the simple premise that advertising disputes need a place of self-regulation
away from the courts and the government, that is both speedy and accessible (an
attribute of a well-functioning ASA).
In exchange for that filing fee, funders will get:
· Full
credit to file a complaint using this fee at any point in the future;
· A
year’s access to the ASA Rulings Library, valued at R3300;
· The
right to carry the ASA logo, adapted to reflect that you are a supporter of
self regulation, on your marketing material;
· A
responsible marketer MAC certificate (providing the funder qualifies) which in
turn earns BEE points;
· Access
to training and support in how to leverage the ASA process.
Jurisdictional Concerns
To address concerns
over jurisdiction highlighted in the Herbex case (which the ASA currently
appealing) Gail aims to address these in its memberships contracts which is consistent
with the recommendation in the Business Rescue Report. This means that where
mainstream associations are involved, it could address the problem if contractual
obligations are adopted and enforced by them as part of their membership with
the ASA.
Sustainability
Gail informed us that
the ASA has reduced staff from 22 to 7 and consequently decreased its overheads
significantly. It has also received several substantial pledges for funding
going forward. Gail hopes to further streamline the ASA process and reduce the
cost of appeal to make the system more user friendly. Gail also plans to halt
the ASA’s application to become an ombudsman under the Consumer Protection Act,
focusing instead on renewing public confidence in the ASA as a forum of choice
for advertising disputes.
Tea
Visiting the ASA, it
is clear that it is already different from the forum just a year ago. Tea is
served with the teabag in the cup, leaving nothing to chance, and although this
is something Gail also promised to fix it’s indicative of an already more
austere, purposeful and pragmatic ASA. In a sense (cents) - it is up to the
advertising industry and related stakeholders now.
*Who is Gail Schimmel?
Bright and affable, Gail
is armed with more than sufficient nous and experience to understand the
dilemma faced by the ASA and to turn the organisation around. She needs support
though. Gail’s online profile, twitter
and blog
can be viewed through the links.
How to pledge?
Follow the information
here (link no longer available).
