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ASA wins consumer champions award

10 Apr 2003

The Department of Trade and Industry (DTI) has presented the Advertising Standards Authority of SA (ASA) an award for being consumer champions in the category of industry associations serving consumers.

The award, which was presented to Deline Beukes, the ASA's Executive Director, by Minister Alec Erwin, recognises the contribution of the ASA in regard to the following:

Ensuring strict compliance with the code of conduct.

Visible, accessible and responsive mechanisms for addressing consumer complaints.

Providing objective information and education to consumers.

Taking active steps to eliminate unfair advertising and harmful business practices.

Ensuring respectful, humane and dignified treatment of consumers irrespective of race, age or gender.

Regularly consulting consumers about standards and ensuring that they are represented in decision-making.

In line with government's accessibility requirements for consumer organisations, the ASA has launched a Consumer Code setting out the rules of ethical advertising from a consumer perspective. This Code has now been prepared in Zulu, Xhosa, Sotho English and Afrikaans and will be made available to consumers through various consumer organisations and consumer publications.

The Consumer Code forms part of a wider strategy to raise awareness of the ASA. One important aspect of this strategy is the production of a new radio advertisement in nine languages intended for all South African consumers. Additional awareness is being achieved by a TV advertisement broadcast nationally.

In view of government pronouncements on the issue, the ASA is backing external awareness with beefed up internal resources. Multi-lingual ASA staff are now able to assist consumers by handling enquiries about its services in the home language of most callers.

Source: ASA