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Regulating Branded Content and Native Advertising is organised by the Branded Content Research Network in association with the Westminster Institute for Advanced Studies (WIAS) and the MeCCSA Policy Group, part of the Media, Communication and Cultural Studies Association. It will ask the following questions:

  • How is the blurring of media and marketing communications addressed across UK regulation and governance?
  • Are the existing regulatory arrangements appropriate and effective?
  • What are the challenges for UK regulatory arrangements?

This seminar examines policy approaches and regulatory practices concerning the integration of marketing communications and media, ranging from product placement and advertiser-financed television, to advertorials and native advertising. It will include presentations and round-table discussion involving regulators, industry groups, academics and other policy stakeholders.

The morning session will consider the evolution and forms of existing regulations and focus on the Committees of Advertising Practice / Advertising Standards Authority (CAP/ASA), Ofcom and press/publishing regulation. The afternoon session will discuss the challenges for regulating emergent branded content practices and how those may be met, as well as the research needs and agendas of different agencies and stakeholders and the scope for academic research and collaboration.

Speakers include:

  • Cliff Fluet, Partner at Lewis Silkin and Legal Counsel for the Branded Content Marketing Association
  • Suzanne Wright, Principal in Ofcom’s Standards and Audience Protection team
  • Chris Hackley, Professor of Marketing, Royal Holloway University and
  • Dr Andrew McStay, Bangor University.

Participants include representatives from the CAP/ASA, Independent Press Standards Organisation, Impress, the National Union of Journalists, marketing industry groups, other stakeholders and academic researchers.

Register to attend

This is an invitation-only event, but if you would like to attend please email [email protected]

Follow-on event

The seminar is followed by a public meeting on regulating branded content in Committee Room 6 at the House of Commons, from 5:45–7pm. This event is free but please email [email protected] for further details if you are planning to attend.

About the events

The events are organised by the Branded Content Research Network, funded by the Arts and Humanities Research Council, whose central aim is to facilitate research and networking between academics, practitioners, policy actors, civil society groups and other stakeholders to explore branded content practices and their media policy implications.

Contact

  • Professor Jonathan Hardy, Principal Investigator, University of East London – [email protected]
  • Professor Iain MacRury, Co-Investigator, Bournemouth University – [email protected]

For enquiries related to WIAS and the University of Westminster, please contact Denise Rose Hansen on [email protected]

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