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Leader: We have to speak up to influence digital regulation

Platform: Internet | Author: Justin Pearse | Source: NMA magazine | Published: 20.11.08

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new media age has regularly been critical of the Labour Government's approach to the digital media industry, one that often seemed more of a grandstanding approach catering to the Daily Mail readers than an informed strategy for what has become a critical part of the UK economy. And from our industry survey in April, we found nma readers also have a low opinion of government, with just 31% believing central government to be supporting the industry.

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... last few months have seen plenty of government attention directed towards the internet, summed up in Culture Secretary Andy Burnham's speech in June spelling out the view that the internet was governable.

At the same time, many who have close contact with government officials report a continuing lack of understanding of the industry. So the IAB's move to educate the civil service layer of government, as our cover story reveals, is to be applauded. It's especially welcome coming in the week Advertising Association chief executive Peta Buscombe announced she will be stepping down in April to become chairman of the Press Complaints Commission. She has played a significant role in building bridges between government and new media, driving the creation of the Digital Media Group, which is due after Christmas to publish its self-regulatory recommendations covering areas such as advertising on corporate websites.

All this shows the need for the industry to maintain its momentum in ensuring its voice is heard, as government regulation looms ever closer. The digital voice is needed in all areas of media and advertising regulation. This week, for instance, saw ITV and Pact agree a code of conduct for product placement on TV. Online product placement has always been permitted but as internet TV becomes mainstream, who would bet against this Government extending any agreement for placement on TV to the internet? If our industry doesn't want offline regulatory frameworks imposed on it, or regulation by uninformed masters, it's crucial it's heard at the regulatory top table.