This report is a contribution from the advertising sector to the deliberations
at the World Summit for Sustainable Development, Johannesburg, (South Africa),
26 August to 4 September 2002. Submitted by the World Federation of Advertisers
(WFA) and the European Association of Communications Agencies (EACA), this report
evaluates progress within the sector since the United Nations Commission on
Environment and Development (UNCED) meeting in 1992, in Rio de Janeiro, (Brazil),
and identifies key challenges for the sector in the future.The report aims to
portray the world of advertising, its role in sustainable development and a
balanced overview of those issues where advertising can contribute to the successful
implementation of the principles and activities of Agenda 21.
The report is part of an important effort by the business community in partnership
with the United Nations Environment Programme to prepare situation reports from
several key sectors as an input for the Johannesburg discussions.We would like
to acknowledge the leadership provided by the UNEP DTIE(1) Advertising and Communication
Forum in assisting a diverse sector like advertising to come together to address
The report reflects the views and perspectives of the industry, that is EACA
and WFA, on issues related to the complex concept of sustainable development.
Many organisations within the industry and outside the industry have provided
information, comments and suggestions. In particular we thank AAAA (American
Association of Advertising Agencies), McCann-Erickson, Unilever and Procter
& Gamble for their contributions and support.