The Latin American ICAS chapter convened for its second meeting since its establishment in 2023. Held in Buenos Aires on 23 September 2024, this meeting took place alongside the World Federation of Advertisers’ Regional LatAM meetings. Advertising standards bodies, also known as Self-Regulatory Organizations (SROs), from Argentina, Brazil, Chile, Colombia, Paraguay, Uruguay, Spain, and the International Council for Advertising Self-Regulation (ICAS) united to endorse the Buenos Aires Declaration.
This significant agreement marks a commitment to furthering responsible advertising practices in the region, with Argentina and Paraguay officially joining ICAS as Observer Members.
The Buenos Aires Declaration represents a renewed dedication by the Latin American advertising community to foster robust, effective, and independent self-regulatory frameworks. By focusing on shared objectives, enhanced collaboration, and a strong commitment to ethical advertising, the signatories aim to create an advertising ecosystem that benefits consumers, businesses, and society.
Key Focus Areas for 2024-2025 Include:
- Online Advertising & Artificial Intelligence (AI): Ensuring transparency and ethical standards in AI-driven advertising, with a focus on developing and enforcing guidelines for responsible AI use.
- Influencer Marketing: Addressing the growth of influencer marketing by exploring strategies to maintain transparency, ethical conduct, and compliance with existing regulations.
- Sustainability: Promoting advertising that reflects sustainability principles, encouraging brands to adopt environmentally responsible practices.
- Responsible Food and Beverage Advertising: Strengthening guidelines for advertising directed at children, particularly in the food and beverage sector, to promote public health.
- Diversity, Equity, and Inclusion (DEI): Promoting advertising that embraces diversity, equity, and inclusion, while combating harmful stereotypes and fostering more inclusive representation.
- Gambling Advertising: Developing responsible messaging for gambling advertising, particularly in light of its increasing prevalence, to protect vulnerable audiences.
A United Approach to Regional Challenges
During the meeting on September 23, SRO members from the Latin American chapter shared best practices, discussed pressing ad industry issues—such as influencer marketing, sustainability, gambling advertising, and the use of AI in advertising—and discussed possible joint actions to amplify efforts. The signing of the Buenos Aires Declaration solidifies these efforts and sets a clear path forward.
A Milestone for Latin American Advertising
The Buenos Aires Declaration marks a major milestone in advancing responsible advertising in Latin America. By strengthening cooperation among SROs and encouraging a culture of ethical and transparent advertising, the signatories are committed to creating a fairer marketplace for consumers and businesses alike.
Guy Parker, President of ICAS, said:
“We are delighted to see the continued commitment of Latin American ad standards bodies in strengthening their self-regulatory systems and focusing on critical issues like sustainability and the responsible use of AI in advertising. Since the signing of the Declaration of Bogotá in 2023, we’ve witnessed significant progress, and we are particularly excited to welcome the SROs of Argentina and Paraguay as new ICAS observer members.
This enhanced collaboration between all Latin American SROs, Spain’s AUTOCONTROL, and ICAS promises to foster important discussions and drive more impactful, unified actions across the region.”
José Domingo Gómez Castallo, Director General of AUTOCONTROL, Spain, said:
“Yesterday, in Buenos Aires, we held the second annual meeting of the ICAS Latin American Chapter. After exchanging experiences and discussing developments and programs from the SROs in their respective countries, it is gratifying to witness the progress being made in building effective advertising self-regulation for the benefit of both society and the industry. It is also encouraging to see the valuable role that the ICAS platform plays in supporting the growth and development of SROs across Latin America.”
Fernando Hofmann, President of CONARP, Argentina added:
“We are honored to be part of ICAS and to welcome members from Latin America and Spain to Argentina. Working together and networking undoubtedly strengthens the ecosystem in pursuit of responsible communication.”
To view and download the Buenos Aires Declaration, click here.
