ANNEX A:

ADVERTISING SERVICES

SUMMARY

The advertising industry has evolved greatly since completion of the Uruguay Round of trade

negotiations because of technological advancements. One of the most fundamental changes has

been the advent of the Internet. Another facet of the evolution of the advertising sector is the

development of the global advertising market.

Government restrictions on the distribution and placement of advertising services can delay the

introduction of new products or services to overseas markets.  This places many companies at a

competitive disadvantage. Advertisers around the world often face numerous barriers to their

ability to create and distribute specific advertisements or launch global advertising campaigns.

Southern Africa should make commitments in advertising services to provide full market access

and national treatment, as well as commit to the adoption of the least trade restrictive measures

for advertising.

Countries' commitments in advertising should be interpreted as technology neutral. The type of

technology or distribution platform used should not affect the coverage of a commitment.

Through classification flexibility, the negotiating countries can ensure that they benefit from the

tremendous increases in efficiency and cost savings associated with the information technology

revolution.

The governments are asked to consider that advertising industry self regulation is a worthwhile

and effective alternative to government regulation.

The attached paper proposed by the American Association of Advertising Agencies presents the

industry's case in more depth.

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