ICAS pays tribute to Richard Wade, founder of EASA

The International Council for Advertising Self-Regulation would like to pay tribute to Richard Wade, former Director General of the Advertising Association in the UK and founder of the European Advertising Standards Alliance. Richard passed away earlier this month at the age of 84.

Richard’s notable career in the advertising and media industries started in the UK, where he worked for the BBC for 23 years. There, he held several senior roles including Editor of Tomorrow’s World and Deputy to the Head of Radio 4. He then led the UK Advertising Association from 1990 to 1993.

During this time, Richard and a group of European advertising industry leaders founded the European Advertising Standards Alliance (EASA), an association that for the first time, brought together advertising standards bodies, or so-called SROs, in Europe to make sure advertising follows high ad standards and consumers are protected from harmful ads, also across national borders. EASA’s cross-border complaints system is still a key component of the European consumer protection system for advertising and the association grew to a successful organization that celebrates its 30th anniversary this year.

As a strong believer in the power of international cooperation, Richard was delighted when EASA, together with international ad standards bodies and the global advertising industry, set up ICAS in 2016. He was very pleased to see how many organizations have committed to effective advertising self-regulation across the globe and was immensely proud of his role in this.

Richard is survived by his second wife Angela Mills Wade, Executive Director of the European Publishers Council, two daughters from his first marriage and his two step children.

Read more about Richard’s life and influence here.

A full obituary can be read in The Times.

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