Office of checking of publicity

The Bureau of checking of publicity (or BVP ) is the organization of self-regulation of the Publicité in France. It is about a private interprofessional association of type law of 1901. Its mission is to take an action in favor of a honest, veracious and healthy publicity in the interest of the professionals of publicity, the consumers and the public .

Activities

Its mission is declined under four axes:

To lay down with the major actors of publicity (advertizing agencies, advertisers, media, trade unions) the rules of self-discipline of the profession.
To ensure, at the request of the whole of the actors of the publicity televised in France and with the tacit agreement of the SCUMS, the systematic preliminary examination of the television commercials before diffusion.
To advise all the supports of publicity (press, Posting, radio, Internet, Cinema, Television) before the insertion of a publicity.
To take care of the compliance with the rules deontologic laid down by the profession.

For this reason, the BVP publishes each year a deontologic charter for submission to the advertisers and professionals of the publicity which describes precisely, according to the fields concerned, the limits which it is advisable not to cross. Certain terms or certain concepts are thus prohibited.

History

The Office of Control of Advertisements (OCA) sees the day the August 29th 1935. It brings together advertizing executives, professionals of the press and editors. Its objective is to make sure of the sincerity of publicity in all its forms and the morality of the advertisements which are subjected to him.

After one period of hibernation during the Second world war and the immediate post-war period, the OCA seeks a new legitimacy which passes by the enlarging of its field of competence.

The OCA changes name the August 20th 1953 to become the Bureau of checking of Publicity . Consequently, it does not have of cease to set up a precise coding of publicities able to be used as reference to all the profession.

In 1968, the BVP enters the process of control of the publicity televised by obtaining a seat to the commission of visionnage of the French Régie of Publicity.

From 1992, the BVP is charged to deliver an opinion before diffusion of any televised advertizing film.

Effectiveness

The BVP, with all the actors of publicity (agencies, advertisers, supports of publicity, trade unions), determines the deontology. They are rules of Self-discipline which the profession voluntarily gives itself so that publicity in France is exemplary, beyond the simple application of the laws which can already regulate it.

The teams of the BVP ensure themselves the daily newspaper of the good taking into account of these deontologic rules. For that, three principal stages: the council all media, before the finalization of publicities: the members of the BVP can ask him for council on their projects. The BVP examines thus in council more than 13.000 visual different per annum. A project on two approximately been the subject of a request for modification of its share. the opinion publicity televised, right before the diffusion: any publicity diffused on television must imperatively be viewed by the BVP which gives an opinion (“favorable”, “to modify”, “not to diffuse”). autosaisy, after the diffusion of publicities: the BVP can autosaisir, after diffusion, of the constituting case of the failures to the deontology and require, according to gravity, a modification of the publicity campaign or even a " suspension of diffusion".

External bonds

Official site

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