The Little Red Book spells out ethics on advertising

The objective is to foster responsible advertising in the country.

The launch ceremony of the second edition of the Code of Advertising Practice, entitled The Little Red Book, was held on Monday at the Institut Français de Maurice, Rose Hill.

The present code comprises rules of self-restraint that will enable the advertising industry’s stakeholders to reach a consensus.

The book has been written with the collaboration of the University of Mauritius, Fashion Design Institute, Charles Telfair Institute as well as several other non-governmental organisers.

AAA president Cyril Palan pointed out that the role of the AAA is to promote creativity and professionalism in the advertising industry while upholding a sense of ethics.

He added that the book should also be used as an essential tool of reference for stakeholders.

He cited some examples of advertising campaigns that have been misleading and improper for consumers. “The AAA acts as a regulator and the code is not a law,” Palan stressed.

The AAA also intends to set up a complaint committee comprising professionals to address the issues of the different
stakeholders.

Vino Sooklall, director of Cread advertising agency, stated, “The world of advertising is now at a crossroad. Many new
agencies are being set up and each is competing to be the best.

However, this also leads to more abuses such as arguments which are not always true.”

Sooklall also underlined that the code is not only a design product but its content is also very important.

The AAA launched its first Code of Ethics in 1994 which was unanimously accepted by the main stakeholders including the advertising agencies, clients and media.

The Little Red Book is on sale in bookshops for Rs 475.