New cycle, stable operation, unchanged direction – ÖRT management has received trust

The newly elected Board represents the industry’s diversity across three sectors – media, agencies, and advertisers:

Advertiser representatives: – Ildikó Balázs (Auchan) – Boglárka Dezse (Béres) – Dr. Tamás Kuti (Nestlé) – Zoltán Fekete (Branded Goods Association) – Péter Tibor Juhász (OTP Bank) – Ibolya Szabó (Dreher)

Media representatives: – Erika Csikesz (TV2) – Gergely Dudás (RTL) – Zsuzsanna Hermann (Grabowski Publishing) – Tímea Jamniczky (JCDecaux) – Zoltán Miklósi (HVG) – Attila Szeder (Centrál Media Group)

Agency representatives: – Gábor Bacsa (Dentsu) – Ádám Bölcs (Well) – Balázs Csurgó (Havas) – Brigitta Csurgó (Mito) – Attila Lőrincz (Doupla) – László Szarvas (Café Communications)

Supervisory Board members: – Nikolett Blaskó (ACG) – Szilárd Szelei (PromOOH)

Kálmán Molnár

“I am proud that the ÖRT membership has once again placed its trust in me. Even during the challenges of the past three years, we succeeded in reinforcing the credibility of self-regulation. I believe that with our excellent team, members, and professional partners, we can continue to strengthen ethical advertising and the practice of pre-clearance.”

– stated Dr. Kálmán Molnár, President of ÖRT.

According to the approved 2024 report, ÖRT actively shaped domestic advertising self-regulation. In 2024, the organization made significant progress in professional partnerships and regulatory cooperation. Strategic agreements were signed with the Hungarian Competition Authority, co-regulation with the National Media and Infocommunications Authority was elevated, and focused collaborations were initiated with the National Centre for Public Health and Pharmacy. During the year, ÖRT provided over a thousand pre-clearance reviews, participated as speakers in several industry conferences, and conducted 19 corporate trainings. In addition, new episodes were produced for the “Reklám.Tisztán” podcast, and two key branding projects were implemented: the promotion of the Advertising Ethics Code and the Green Pledge program, both of which enhanced ÖRT’s brand visibility.

Zsolt Gerendi

“This past year, we continued to build the system of advertising self-regulation. We embraced innovation through digital tools, expanded our membership, and collaborated actively with authorities and industry organizations. Our communications helped make ÖRT’s role and achievements more visible.”

– summarized Secretary General Zsolt Gerendi.

Beáta Várkonyi

“The 2024 financial report and the 2025 budget confirm that the organization operates on stable and secure foundations, and its development is driven by a deliberate professional strategy.”

– added Supervisory Board President Beáta Várkonyi, complementing the secretary general’s remarks.

The ÖRT’s 2025 work plan focuses on new challenges in digital advertising, as well as child and environmental protection. The organization aims to continue serving as a compass for ethical advertising, supporting its members proactively in both regulatory and self-regulatory compliance. In the field of influencer marketing, ÖRT is working on launching a new educational platform aligned with EASA guidelines. The goal is to introduce a training program that promotes responsible influencer advertising, provides certification, and helps advertisers choose the right partners.

Ildikó Fazekas

“In 2025, we aim to remain the guiding light of ethical advertising. Every project we undertake enhances the industry’s credibility, and we remain open to change. We work with professionalism and partnership to demonstrate that self-regulation is effective and future-proof. Together with our members, we are shaping a responsible future for advertising.”

– emphasized Director Dr. Ildikó Fazekas.