The Most Socially Responsible Industry in America -- Advertising

The cornerstone principle that underscores all marketing is commercial free speech. When commercial messages for legal products are truthful and non-deceptive, marketers should be completely free to market their products and services unencumbered by government regulation – or the threat of such regulation.

I raise this point – at this particular moment in time – because of the outrageous attempts by Congress to vilify advertisers and marketers for many ills in American society. As noted by my colleague Dan Jaffe in his blog, Senators Harkin and Clinton bashed food marketers for undermining the health of our children by causing obesity. Representative Moran called for the restriction of ED ads. And Senator Grassley outlined provisions to eliminate the tax deductibility of prescription drug advertising.

I have no problems with politicians calling upon various industries to support initiatives that seek to improve the social well-being of all Americans. But I do have big problems when those calls threaten to impose governmental regulation and control -- particularly when the underlying issues are poorly supported by the facts.

I am particularly frustrated when the good work and socially responsible initiatives of our marketing industry go unrecognized and unappreciated – particularly by those grand standing in the political arena.

* Think of the great work done by the Advertising Council and its media partners who provide more than $1.5 Billion in donated media to educate the public on a variety of issues including drunk driving, seat belt usage and, of course, the well-being of children.

* Think of all of the great work done by the Partnership for Drug Free America and the enormous success it has had in curbing drug usage – particularly among teens and young adults.

* Think of all of the great work done by the Children’s Advertising Review Unit and the National Advertising Division of NARC – our self regulatory body -- to ensure truthful and non-deceptive advertising.

* Think of all of the great work done by the Family Friendly Programming Forum – the advertiser-sponsored group associated with the ANA that has successfully delivered outstanding prime time network programs so that parents and kids can watch television together.

* Think of all the great work done by the AAF, the 4A’s and the AEF to promote improved advertising and marketing education at our country’s higher institutions.

The marketing industry has done more than its share to contribute to the well being of people in America. Our industry’s social responsibility track record is second to none – and I encourage any and all politicians to take a fair and balanced look at the incredible good that we do.

All of us – the media, the agencies and our marketers -- should be very proud of the indelible contributions we have made -- and will continue to make – to American Society.

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