AAAI and IOAA come together to regulate outdoor advertising industry

One of the important features of this agreement is that advertisers will not be allowed to shift their businesses to another agency until dues of the earlier agency are fully settled.

Advertising Agencies Association of India (AAAI) and Indian Outdoor Advertising Association (IOAA) have come together to help the outdoor advertising industry in India to grow in an organised and regulated fashion.

In a press conference held on Friday, August 28, the two industry bodies said that the objective for such a joint agreement is to ensure that proper systems and processes are followed and timelines adhered to, as well as commitments honoured on both sides. Further, a suitable mechanism will be set up to penalise defaulters to prevent future defaults, and bring everybody in line with the policies and good practices as well as focus on regulating and disciplining advertiser behaviour in matters concerning outdoor trade, agency remuneration, corporate governance and adherence to payment deadlines.

One of the important features of this agreement is that advertisers will not be allowed to shift their businesses to another agency until dues of the earlier agency are fully settled.

ND Mehta, chairman, IOAA, said that IOAA has also embarked on an ambitious project to conduct viewership studies on OOH, initially in major cities. Further, it will ensure 100 per cent listing of all sites, with unique id number, in a scientific manner for the benefit of all concerned.

AAAI is the official, national organisation of advertising agencies formed in 1945 to promote their interests. The Association promotes professionalism, through its founding principles, which uphold sound business practices between advertisers and advertising agencies and various media.

IOAA, registered as a Not-for-Profit Limited Company since 2007, is promoted by OOH media companies with international and national presence as its Board of Governors. IOAA, with affiliations to OOH industry associations in Europe, USA, Australia, South Africa, UK and Canada, has membership from all regions of India and has been actively promoting legal media and ethical best practices amongst outdoor media owners.