02 July 2004
Electoral Commission chiefs have rejected calls for a code of practice to govern non-broadcast political advertising, despite concerns about election materials.
The commission was considering the recommendation of the Committee On Standards in Public Life for a code controlling party political and election adverts. These have been exempt from the broader advertising world's code of practice since 1999.
But after mulling over the issue since October 2003, the democracy watchdog has concluded 'that difficulties in implementing a code make it impractical'.
However, a report published by the commission on June 28 recommends that political advertisers abide by the fundamental principle in the existing advertising code – that adverts should be prepared 'with a sense of responsibility to consumers and society'.
Consumer bodies have long called for some control over political advertising that seeks to influence voters in elections or referendums, amid concerns over misleading claims. But the commission concluded that 'to seek to control misleading and untruthful advertising would be inappropriate given the subjective nature of political claims'.
Only the Liberal Democrats and Plaid Cymru had indicated they would support a code.
Electoral commissioner Glyn Mathias said: 'For a code of practice to succeed, it will require the co-operation of political advertisers as well as a robust and workable system.
'We have found no compelling evidence that these aims are practical or achievable.'
PFjul2004
