Self-regulation in OTC/food supplements advertising · 2016-06-16 · Self-regulation in OTC/food...

Self-regulation in

OTC/food supplements advertising

Konrad Drozdowski, Rada Reklamy

Bucharest, 22 April 2016


10 years of operations

Rada Reklamy is a self-regulatory organisation established in 2006:

• covering majority of advertising market in Poland

• adjudicated on more than 15 000 complaints, more than 1200 cases

• successfully cooperating with Public Authorities, industry and NGOs

• offering education for students (primary school and universities)

• offering training and advice for advertising industry

Rada Reklamy is a member of The European Advertising Standards Alliance.


Rada Reklamy is a union of associations.

Members of Rada Reklamy are 13 major Polish trade associations:

• advertisers

• advertising agencies / media houses

• media / marketing services

Members of Rada Reklamy


Commission of Ethics in Advertising

Commission of Ethics in Advertising (KER) is responsible for deciding whether Code of Ethics in Advertising has been violated.

There are 30 arbiters with knowledge of media and marketing communication.

1/3 of arbiters are independent (non-industry).

All decisions of KER are published on Rada Reklamy website.

Rada Reklamy’s board also nominates an arbiter-reporter, supporting consumer complaints during Commission meetings. This person is a professional lawyer.


Complaints 2006-2015

4 121 461627

1429

1053

3367

4379

2488

692

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015


Cases 2006-2015


OTC / Food supplements advertising



OTC / medicinal product advertising is supervised by the

General Pharmaceutical Inspectorate

Food supplements advertising is supervised by the

General Sanitary Inspection



OTC

Showing medical professionals in an ad is NOT allowed



Food supplements



Medicinal product

Showing medical professionals in an ad is allowed



Homeopathic medicine

Homeopathic medicinal products (…) do not require evidence of therapeutic efficacy.



Advertisements of the pharmacies are not allowed



Consumers get confused - same brand for food suplement and medicine



Topics of complaints:

- - misleading

- - showing doctors in the ads

- - showing actors claiming to be doctor in the ad

- - playing on fear



Office of Competition and Consumer Protection (UOKiK) has invited several

public authorities and Rada Reklamy to take part in educational campaign

showing differences between food supplements

Materials are available on-line

- UOKiK has organized a workshop with food supplements industry to

discuss possibilities of setting up self-regulatory code in this area

- Proposal of the code will be shown at the meeting on 28 of April


Konrad Drozdowski

[email protected]

Thank You!

Self-regulation in OTC/food supplements advertising · 2016-06-16 · Self-regulation in OTC/food...

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