An independent self-regulatory association has recently been constituted in Croatia. The association is called: the Croatian Association for Self-Regulation of Market Communications (further: the Association), and it is the first organization of this type in Croatia. The purpose of the organization is to improve the quality, reputation, credibility and market communication role in society. In order to achieve its goal, the Association's main activities consist of reviewing complaints related to market communication campaign, implementing relevant procedures and handling complaints.
The scope of the Association is to report to competent national institutions any violation of law and Croatian Chamber's of Commerce Code of advertising, market communications and business ethics. The Association's core business activities include activities such as self-regulation in the field of market communications, preventive care in relevant areas, cooperation with interested organizations and institutions and improvement and harmonization of market communication regulation. Moreover, when requested, the Association provides assistance and consulting in the field of market communications to public institutions. The Association monitors self-regulatory activities in foreign markets.
The Association's bodies are the Assembly, the President and the Council for Self-Regulation of Market Communications. To perform its primary function, the Association established the Council which consists of seven individuals, with theoretical and practical background in market communications. The President may appoint up to three special advisors to provide the Council with professional consultations in specific areas of their duties and to perform their core activities more effectively.
The Assembly is comprised of representatives of the Association's members. The Assembly is responsible for the election of the Assembly's President and the Council members, financial matters and the possible accession of the Association to other international Associations. The President of the Association is elected and dismissed by the Assembly and is elected for a period of four years.
The members of the Association are very diverse. They include advertising agencies, corporations (advertisers), the national TV, private universities and state institutions. The Association is financed from membership fees and voluntary contributions, state incentives, funds collected from the Association's activities, plus other funds acquired in accordance with the law.
This is the first initiative of this type in Croatia. The Association and its activities should certainly improve the quality of media communications that are published and broadcasted, in a long term, and we hope it will improve the cooperation between different subjects in the industry, especially the broadcasters, the agencies, the advertisers and the consumers.
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