IPA to draft radio ad sales code

A code of practice for radio airtime sales could be in operation by early summer, following a meeting of the Institute of Practitioners in Advertising’s media policy group on Monday.

The IPA has been in discussions with Capital Radio for some time to draft a code of practice for radio sales. The MPG voted this week to formally develop these plans. The initiative is being overseen by BMP DDB Needham joint media director Derek Morris.

IPA director general Nick Philips says discussions arose with Capital because of its dominant position in the radio sales market. According to one estimate, Capital controls about 60 per cent of sales through stations it owns or are represented by its sales subsidiary Media Sales & Marketing.

“There are theoretical worries that can arise when a single company has such a strong market position,” Philips says. Such a company could exploit its position in an aggressive, anti-competitive manner.

However, he is quick to stress there is no evidence to show that such concerns are a legitimate worry regarding Capital’s activities.

Morris will now drive forward discussions with Capital, the Incorporated Society of British Advertisers and, ultimately, other radio groups. “We don’t want this initiative seen as a carve up between the IPA and Capital,” Philips adds.

* ISBA has now separated radio from its previously combined TV and radio policy group. Members are yet to be elected.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here