Euro changes are clearly a matter of fact

In his recent letter “CAM misleads on commonality” (MW February 16) Michael Warner appears to accuse CAM of inventing the European Union to mislead our examination candidates. In fact, we are just observers and guardians of good professional practice.

If Mr Warner were to put his car on Le Shuttle and take a little trip through France, Belgium, the Netherlands and Germany, he would notice that (apart from UK and France) he would cross the frontiers without hindrance; comprehend all road signs; be surprised at the number of familiar brands in the supermarkets and advertisements on TV; note the prevalence of multilingual packaging and instruction literature; and of identical guarantees.

He will be able to stay in the same hotel chain in each country and draw cash with his Mastercard or Visa at a large number of ATM’s which speak English to him. If he speaks a couple of languages, he will be allowed to get himself a job, or if he prefers to come back, to bring with him unquestioned a car full of cheap drink and high-quality fresh food. The changes are large and widespread.

Admittedly, the Eurocrats seem to consider that once principles have been laid down and harmonising legislation signed, their implementation can be delegated to the lower ranks of the Commission, and that willing compliance by domestic and business communities can be taken for granted.

The Single European Act has not yet been properly completed because of inertia by civil services, sabotage by self-serving pressure groups and widespread ignorance of what is going on, particularly here in Britain.

But forward-looking businesses have wanted a common market for years, and are quietly exploiting the new opportunities as fast as they are allowed, thereby making the changes irreversible.

Any business which wishes to prosper in the new millennium must take note of the new opportunities and guard against the new competition.

We hope that CAM’s new syllabus will help ensure that qualified practitioners of marketing communications are aware of the benefits and pitfalls of the Single Market and that Mr Warner is prepared to give this help to his clients and students.

Alan Wolfe

Chairman Examinations & Assess-ment Board

London W1