Cinema ad deregulation: Reaction from Digital Cinema Media, Pearl & Dean, Vizeum

Following the government announcement on Thursday that cinema advertising will no longer require ad approval from the British Board of Film Classification after a long-standing industry battle with government, The Drum spoke to some industry experts to find out their reaction.

Oliver Skelton, head of operations, Digital Cinema Media (DCM): Along with the wider cinema industry we welcome the announcement that, in future, screen advertising will no longer be subject to dual regulation. Cinema was the only medium subject to a dual clearance regime and we've been working in close collaboration with the Cinema Advertising Association (CAA) and CEA to enable us to fully embrace the opportunities that our digital business offers advertisers.

Greg Lyons, copy consultant, Pearl & Dean: The cinema industry has warmly welcomed the recent announcement that in future screen advertising will no longer be subject to dual regulation through the British Board of Film Classification and the Cinema Advertising Association.

Previously, cinema was the only medium subject to a dual clearance regime. With this change, the industry can fully embrace the opportunities that digitisation offers, while still maintaining the classification standards for film that the BBFC has delivered.

The CAA has ensured that screen advertising is compliant with advertising codes of practice, and has worked alongside the BBFC for many years. Public protection will remain at the forefront of screen advertising regulation, and we will continue to work with the Advertising Standards Authority to ensure that we remain leaders in this area.

Richard Morris, managing director, Vizeum UK: It is great that the Advertising Standards Authority (ASA) code alone is deemed to provide the right levels of consumer advice and protection, without the need for the BBFC as well. At Vizeum we will continue to work in line with our clients CSR policies, self regulating wherever deemed necessary.

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