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The brand and marketing industry is being asked to rally around a new organisation which has replaced the defunct Advertising Standards Authority. The ASA went into liquidation at the end of September after years of mismanagement and alleged financial impropriety. In its place comes the Advertising Regulatory Board (ARB), headed by former ASA legal counsel Gail Schimmel. "The marketing and advertising industries were not prepared to sit back and allow advertising content to become unregulated," says Greg Garden, head of the Marketing Association of SA. "We saw the need to step in and protect both the good standing of the industry and the rights of the consumer." Two other industry bodies, The Association for Communication & Advertising (ACA) and the Interactive Advertising Bureau (IAB), have also lent their support to the new ARB. In an interview with the FM, Schimmel stresses that the new body "is not the ASA with a new name" but a completely new entity. "From a company law perspec...

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