Griffiths, who had the same remit while in opposition, replaces Conservative minister John Taylor - whose approach is described by the Advertising Association as "slightly low key."
In contrast, Griffiths has already talked about giving the advertising watchdog the Advertising Standards Authority more teeth - such as the ability to impose fines on those who persistently flout the industry's code of self-regulation - and has suggested that a code similar to the ad sector's could be applied to the entire marketing industry. He is also known to take a keen interest in determining whether the rules governing advertising should be strengthened via legislation.
The AA, which has been in contact for some time with the new Parliamentary under secretary at the Department of Trade, believes Griffiths "definitely knows what he's talking about."
Copyright May 1997, Crain Communications Inc.