"The power lies in repetition" a known expression states. However, this does not apply if there are too many identical complaints about a particular advertisement. The chairman of the ACC may determine that such complaints will no longer be assessed. The ACC publishes the list of expressions to which this applies on its website. For example, the chairman decided about the "The cleaner you are, the dirtier you get" television commercial of AXE that it is not contrary to good taste and decency. Any more (similar) complaints about this commercial will no longer be examined.
Not every complaint about an advertisement that is submitted to the ACC is assessed by the full committee. The chairman may also decide about the complaint.
The chairman may reject a complaint if he expects that the ACC will do this as well. Or if he finds that the ACC should not decide on the complaint. He may also concur with the complaint and recommend that the advertiser no longer advertises in such manner. For example, in the case an advertiser has acknowledged the complaint. The chairman can not reinforce his decision with the circulation of an ALERT (press release).
Both the complainant and the advertiser can (within 14 days) object against the decision and request that the full committee will examine the complaint. Please note that in such case the complainant must pay a set fee!
Daan van Eek, advertising law attorney
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office Emerald House Jozef Israëlskade 48-G Amsterdam, the Netherlands t +31 (0)20 - 305 3066 www.hoogenhaak.nl |
post PO Box 76780 1070 KB Amsterdam e info@hoogenhaak.nl f +31 (0)20 - 305 3069 chamber of commerce 34314579 |
"The power lies in repetition" a known expression states. However, this does not apply if there are too many identical complaints about a particular advertisement. The chairman of the ACC may determine that such complaints will no longer be assessed. The ACC publishes the list of expressions to which this applies on its website. For example, the chairman decided about the "The cleaner you are, the dirtier you get" television commercial of AXE that it is not contrary to good taste and decency. Any more (similar) complaints about this commercial will no longer be examined.
Not every complaint about an advertisement that is submitted to the ACC is assessed by the full committee. The chairman may also decide about the complaint.
The chairman may reject a complaint if he expects that the ACC will do this as well. Or if he finds that the ACC should not decide on the complaint. He may also concur with the complaint and recommend that the advertiser no longer advertises in such manner. For example, in the case an advertiser has acknowledged the complaint. The chairman can not reinforce his decision with the circulation of an ALERT (press release).
Both the complainant and the advertiser can (within 14 days) object against the decision and request that the full committee will examine the complaint. Please note that in such case the complainant must pay a set fee!
Daan van Eek, advertising law attorney