Last update: 12-Dec-2013 4:50 am
Thursday, December 12, 2013
Trinidad & Tobago Guardian Online
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Pushing the envelope too far
Responsibility for the appearance in the print and electronic media of the “dirty tricks” campaign advertisement lies in several places: the advertising agency which put out the ad; the client on whose behalf it was done and who at the time of writing remains anonymous; and the media houses that carried the advertisement without the stipulated accompanying requirements.
According to rules set down by the Bureau of Standards and agreed to by the Advertising Agencies Association of T&T, political advertisements carried in the media must indicate the name of the agency responsible for its production and the name of the client on whose behalf the ad was produced and who will ultimately pay for it. However, neither of these two basic requirements was met.
Further, the ad is said to have made unsubstantiated connections between the Independent Labour Party and the People’s National Movement. “We should also look critically at clauses 4.4 Honesty, 4.5 Truthfulness, and 4.9 Defamatory references and denigration, amongst others,” states the Bureau of Standards guidelines. Those requirements make it clear that political advertising has to subscribe to rules and regulations and should not be a free-for-all.
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