This item was published during the term of a previous administration that ended in April 2007
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Limit imposed on Executive advertising
07/02/2003
New controls have been put in place to ensure Executive
advertising campaigns are effective and provide value for
money, Minister for Finance and Public Services Andy Kerr
said today.
The statement came in answer to a series of
Parliamentary questions and follows a review of current
campaigns which address issues including racism, drug
abuse, influenza, road safety, healthy eating, and the
environment.
In 2003-04, the first full year the review can be
implemented, the total spend on advertising campaigns will
be no more than £9.75 million, Mr Kerr said.
This is 25 per cent less than the estimated figure for
2002-03 and in line with the figure of £9.76 million for
2001-02.
The spend on campaigns for 2002-03 is estimated at
around £13 million, less than 0.07 per cent of the Scottish
Budget, down from a projected spend of £14.5 million
following the review.
There was reduction of more than 25 per cent in the last
quarter of 2002-03 - the very earliest any reduction could
be made, fulfilling a pledge by First Minister Jack
McConnell to reduce advertising on campaigns by up to 25
per cent.
Mr Kerr said:
"Our campaigns cover a wide range of important public
information issues which directly effect the people of
Scotland. These award-winning campaigns are all carefully
evaluated to ensure they meet their aims.
"No-one could disagree with the winter flu campaign, for
example. It has been proven to relieve pressure on the NHS
but, more importantly, it saves the lives of some of the
most vulnerable people in our communities.
"I was asked by the First Minister to carry out a review
of our campaigns to ensure they are effective and, of
course, that every penny we spend is being spent wisely.
One of the conclusions of the review is that we will
introduce a central advertising budget with strong
controls.
"We pledged to cut spending by up to 25 per cent. In the
next financial year, we will spend a full 25 per cent less
than the estimates for this year. That more than meets the
pledge we made.
"Due to advertising space already having been
commissioned, the earliest date any reductions could kick
in for this financial year would be the fourth quarter. I
have reduced spending here by around £1.5 million or more
than 25 per cent.
"We have acted as quickly as possible to enhance the
procedures already in place and reduce spending. The people
of Scotland would expect nothing less.
"This will ensure that, as always, we are prudent with
the public purse. But it will also mean that our campaigns
continue to meet their aims while saving money and saving
lives."
Mr Kerr was responding to Parliamentary Questions
(S1W-31578, S1W-30754, S1W-32870 and S1W-32972) on
Executive advertising campaigns.
Responding to a PQ (S1W-31578) from Michael Matheson
MSP, Mr Kerr said:
"The review of advertising expenditure started in late
August has been completed and the First Minister has
decided on a reduction of 25 per cent This reduction will
apply to expenditure planned earlier this financial year
for the period January to March 2003. For 2003/4
expenditure will be set at 25 per cent less than the total
for 2002/3."
Responding to a PQ (S1W-32870) from Alex Johnstone MSP,
Mr Kerr said:
"Advertising expenditure for the years in question have
been paid for by departments out of their programme
budgets. In some cases projections for expenditure are
known from the start of the financial year, for example the
flu campaign which cost £806,646 in the current year. In
other cases the need for a campaign may not be identified
or agreed until sometime into the financial year. In such
cases the projected expenditure will be estimated at the
start, and finalised at the end of the planning and
development phase. Some campaigns can take a considerable
time to develop - an example is the Race campaign which
spanned two financial years before it was run in Autumn,
2002.
"Once expenditure has been agreed it is closely
monitored to ensure costs remain within the budget set.
"From 2003/4 control of advertising expenditure will be
centralised and departments will make an application,
supported by a business case, for funds allocated from a
central budget."
Responding to another PQ (S1W-32972) from Mr Matheson,
Mr Kerr said:
"It is not possible to breakdown total advertising
expenditure for each month from January to March because
items such as production and printing will, in some cases,
have been invoiced and paid for in previous months. While
some campaign expenditure has yet to be finalised,
currently the committed expenditure on media buying for
each month from January to March 2003 is currently:
- January £978,898
- February £306,835
- March £180,698
"The final level of expenditure for January to March
will be at least 25 per cent less than previously
planned."