A press ad for the Independent Press Standards Organisation (IPSO), published 25 October in The Times, was headlined READY TO GO: A TOUGH NEW REGULATOR FOR THE PRESS . Text stated Today sees the launch of a tough new regulator for the press -
the toughest in the Western world. The new Independent Press Standards Organisation (IPSO) will be up and running early next year, and will deliver all the key elements Lord Justice Leveson called for in his report. It will guarantee the British public
enjoy the standard of journalism they deserve. And it will ensure Britain remains not just the birthplace, but the home of free speech. This is how it works: @ . The ad listed seven subheadings: TOUGH SANCTIONS ... UPFRONT CORRECTIONS ...
INVESTIGATIVE POWERS ... GENUINE INDEPENDENCE ... NO COST TO THE PUBLIC ... THE SUPPORT OF THE NEWSPAPER AND MAGAZINE INDUSTRY ... FREE SPEECH GUARANTEED , with additional information provided under each one. Text under the
subheading GENUINE INDEPENDENCE stated The Board of IPSO will have a majority of independent members and an independent chair, chosen in a transparent and open process . Text under the subheading FREE SPEECH
GUARANTEED stated Politicians are trying to force the press to sign up to a royal charter written by politicians, imposed by politicians and controlled by politicians. IPSO is entirely independent of all political parties . Issue
The Media Standards Trust (MST) and two members of the public objected to the ad. They challenged whether:
- the claim The new Independent Press Standards organisation ... will deliver all the key elements Lord Justice Leveson called for in his report was misleading and could be substantiated, because they maintained there are a
number of elements in the report which IPSO would not deliver;
- the claim GENUINE INDEPENDENCE was misleading and could be substantiated, because MST maintained IPSO was not entirely independent of all
political parties, and MST and the two members of the public maintained it was not independent of the newspaper industry;
- the claim Politicians are trying to force the press to sign up to a royal charter was
misleading, because the Royal Charter system was voluntary; and
- the claim Politicians are trying to force the press to sign up to a royal charter ... controlled by politicians was misleading, because
politicians were explicitly excluded from the recognition body that was set up by the Royal Charter.
ASA Assessment 1. Upheld The ASA acknowledged that the complainants believed there were elements in the Leveson report which IPSO would not deliver, and
that the advertisers believed that those specific elements were met. We considered the claim in the ad, which stated that IPSO would deliver all the key elements Lord Justice Leveson called for in his report . The ad set
out seven sub-headings which provided further information about the proposed IPSO model for regulating the press. However, Lord Justice Leveson had not determined specific key elements in his report. We considered that the
ad's readers, whilst familiar with the general issues relating to press regulation, would be unlikely to have detailed knowledge of the content of the Leveson report. We thought it likely they would assume from the ad, wrongly, that the sub-headings
formally set out those issues which had been expressly defined as key elements in the Leveson report, and which should be implemented by a proposed press regulator. We did not consider whether the specific elements raised by the complainants were
or were not met, but considered that the ad implied more certainty around which might be the key elements than was the case and therefore concluded that it was misleading on that basis. 2-4 Not upheld
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