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PETER MITCHELL OF GUINNESS WILL COVER SELF-REGULATION AT INTERNATIONAL ADVERTISING ASSOCIATION'S 33RD WORLD CONGRESS

 PETER MITCHELL OF GUINNESS WILL COVER SELF-REGULATION AT
 INTERNATIONAL ADVERTISING ASSOCIATION'S 33RD WORLD CONGRESS
 NEW YORK, Aug. 21 /PRNewswire/ -- Peter Mitchell, strategic affairs director of Guinness Plc., will cover a special session on "Advertising: The Need for Self-Regulation" during the first day of the International Advertising Association's World Congress: "The Great Debate," Sept. 28-30 in Barcelona, Spain.
 He will highlight recent important developments in advertising self-regulation and demonstrate that this need not constrain a creative and effective approach to advertising.
 Mitchell is involved in advocacy throughout Europe and in promoting the protection of freedom of commercial speech. As a participant in tripartite activities in Brussels, Mitchell helped to establish the European Advertising Standards Alliance, a group composed of Europe's main regulatory bodies to provide a working alternative to proposed EC advertising legislation.
 Dr. Ronald Beatson, director-general of the European Association of Advertising Agencies, will also be a featured speaker at the session which, along with the other sessions of the day, will be oriented toward the value of advertising.
 On the issue of self-regulation, IAA Director-General Norman Vale noted, "The IAA sees the encouragement and development of advertising self-regulation as critical to the promotion and defense of freedom of commercial speech. Our industry should be regulated from within, and not by governments, throughout the free-market system.
 "The IAA has been involved in the establishment of ASR (advertising self-regulation) bodies in several countries and is interested is seeing that the advanced ASR systems already operating around the world be emulated in more countries."
 Mitchell graduated from the London School of Economics and began his business career with Procter & Gamble, serving in their marketing department for five years. He then moved to a senior position with Petfoods Ltd., one of the main British Companies of the Mars Inc. Group.
 In the late 1960s, Mitchell joined the American consulting firm Glendinning and Associates, heading its European and North American companies until 1973, when he returned to Britain to join Johnson & Johnson as director and general manager.
 In 1983, he joined Guinness as worldwide brands director and, following the distillers merger, he took up a wider Guinness Plc role as group brands director.
 As strategic affairs director, Mitchell's responsibilities concern the company's worldwide involvement in the beverage alcohol business, and its policy development on environmental issues.
 He is chairman of the U.K. Advertising Association's special issues committee, a board director of the European Advertising Tripartite, and chairman of the U.K. Chapter of the International Chamber of Commerce Marketing Commission.
 Ronald Beatson is a doctor of philosophy from the University of Fribourg, Switzerland. He has been working in advertising and marketing for more than 30 years, 18 of which as managing director of Leo Burnett in Italy, where he was nominated "Cavallere of the Italian Republic" in 1976 by the nation's president.
 He was appointed regional managing director of Leo Burnett in 1976, with headquarters in Paris. In 1979, he joined ILLVA Saronno as worldwide director of advertising and marketing.
 In 1983, he was appointed director-general of the European Association of Advertising Agencies.
 For registration and other information, contact: Miguel Fuertes or Ana Costeja, IAA 33rd World Advertising Congress Secretariat, Palacio de Congresos, Fira de Barcelona, Avda. Reina Maria Cristina s/n, 08004-Barcelona, Spain. Tel: (34-3) 423-3101; fax: 426-2845; telex: 53117 FOIMB E.
 The IAA is the only global tripartite association that represents the common interests of advertisers, agencies and the media. Its principal objectives are to protect freedom of commercial speech and consumer choice, promote the value of advertising, encourage self-regulation, and foster professional development through education and training.
 The IAA's global network comprises more than 3,000 members in 87 countries that account for 97 percent of global advertising expenditures. The association has 100 corporate members, 50 organizational members (other associations) and 49 chapters in major international centers. The World Secretariat is located in New York City.
 The IAA closely coordinates its activities with other major advertising tripartites such as the Brussels-based European Advertising Tripartite (EAT), the U.K.'s Advertising Association (AA), Germany's ZAW, and the American Advertising Federation (AAF). It has NGO status at UNESCO and other U.N. agencies.
 -0- 8/21/92
 /CONTACT: Loretta Matuozzi-Fiola of International Advertising Association, 212-557-1133/ CO: International Advertising Association ST: IN: ADV SU:


TS-PS -- NY015 -- 2095 08/21/92 11:16 EDT
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Date:Aug 21, 1992
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