Source: Marketing mreža
With the establishment of the National Association for Ethical Advertising Standards (NAESO), Serbia has gained an important self-regulatory body that will work in partnership with all stakeholders in the media market, state institutions, professional associations and international organizations, to promote ethical standards in advertising and marketing communications.
NAESO members are legal persons whose business activities are related to advertising, while non-profit, non-governmental organizations and associations can have the status of affiliated members and partners.
Adherence to and application of ethical standards in advertising will contribute to improvement and development of the media market in Serbia, and will bring benefits to all actors in the market – from advertisers, marketing agencies, media publishers, to consumers. Plan of work of the association pays special attention to joining the European Advertising Standards Alliance (EASA).
“Establishing a self-regulating body is an important step in regulating relationships in the field of marketing communications and advertising. It was preceded by the drafting of the Marketing Communications Code of Conduct, which is in line with local and European regulatory principles, and which was prepared by an expert team over a period of several years. Continuous communication with colleagues from different European countries and partners from the sector made it possible for the idea of creating this body to mature and to be realized now,” said Vanda Kučera, coordinator of the NAESO Working Group.
“NAESO will implement its mission through the provision of expert advice and interpretations related to the application of the Code of Conduct, validation of complaints pertaining to advertisements and advertising campaigns, ongoing educational activities, as well as cooperation with all organizations and associations that are interested or can provide certain expertise. At this stage, it is especially important that all who engage in marketing communications recognize the advantages that self-regulation brings with it, and support the development and work of NAESO,” explained Jelena Ivanović, executive director of the newly formed association.
