AdVantage launch: a debating platform within the European Parliament on the role of advertising in our society

European Parliament, Brussels, 3 October. AdVantage, a new platform that brings together decision-makers and representatives from the advertising and media industries, was launched at a reception hosted by three Members of the European Parliament from the EPP and ALDE groups [1].

[1] Holger Krahmer, (Ger., ALDE), Piia Noora-Kauppi (Fin., ALDE), and Othmar Karas (At., EPP-ED).

The platform, which is aimed at encouraging discussions on advertising in the European Parliament, leaves out experts from Consumer Associations or from the Public Health sector. The driving force behind AdVantage is no other than the desire of the industry to protect its economic interests and influence EU policy making concerning advertising

During the event in the MEP salons of the European Parliament, the CEO of the Roularta Media Group described the role of advertising as essential to ensure media independence and diversity. And the representative of Unilever[1] (multi-national corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products), presented a study on “Advertising and Economic Growth”, published by the World Federation of Advertisers and the Union des Annonceurs.

AdVantage is supported by the following industry associations:

· Association of Commercial Television (ACT)

· Advertising Information Group (AIG)

· Association of European Radios (AER)

· European Association of Communications Agencies (EACA)

· European Association of Directory and Database Publishers (EADP)

· Association of television and radio sales houses (egta)

· European Newspaper Publishers' Association (ENPA)

· European Publishers Council (EPC)

· European Federation of Magazine Publishers (FAEP)

· World Federation of Advertisers (WFA)

The following association and companies supported the launch event: Unilever, the European Automobile Manufacturers' Association (ACEA), Gruner + Jahr, Kellogg's, Kraft and the agency Raum II.

[1] Unilever's status as a large multinational has attracted a variety of criticisms from political activists. For example, it has been criticised for causing environmental pollution by Greenpeace, for testing products on animals by PETA, and for making use of child labour, among others.

Unilever employees have called for Unilever to stop dealing with the notorious PT Musim Mas, an Indonesian palm oil producer, known for their anti-union, anti-workers' rights mode of operation.

Hindustan Unilever, the Indian arm of Unilever - was forced to withdraw television advertisements for its women's skin-lightening cream, Fair and Lovely. Advertisements depicted depressed, dark-skinned women, who had been ignored by employers and men, suddenly finding new boyfriends and glamorous careers after the cream had lightened their skin.