The ASA wishes to honour the memory of Lucas Boudet, Director General of the European Advertising Standards Alliance (EASA), who sadly died unexpectedly on 1 September at the age of 46. EASA is the voice of effective ad self-regulation in Europe, an organization that the ASA was instrumental in founding in 1991 and of which we continue to be an active member.

From joining EASA in October 2016, Lucas worked tirelessly to strengthen it by expanding its membership to include digital platforms, by advancing the technological capabilities of ad standards bodies across Europe and by deepening collaboration with European institutions. He was instrumental in building, training and leading an incredibly talented team at EASA. Before 2016, Lucas served as Secretary General of the French-Korean Chamber of Commerce and Industry in Seoul and as Executive Director of the Franco-Thai Chamber of Commerce in Bangkok, Thailand.

As his illustrious career testifies, Lucas was a huge believer in the power of international cooperation. He was always a strong friend and advocate of the ASA’s and a vital supporter of the International Council for Ad Self-regulation (ICAS). He also played a key role in overseeing the most recent update of the ICC Code in his capacity as Vice-Chair of the Global Marketing and Advertising Commission.

Lucas leaves a lasting legacy in the field of advertising self-regulation. He is survived by his wife and two children.

“Like many, many others, I have lost a true friend and a wonderful work colleague in Lucas, who very sadly has died long before his time. I know I speak for everyone at the ASA in saying my heart goes out to his family, who have lost a beloved husband and father. At tragic times like these, the strength of the European and, indeed, global ad self-regulation community really shows itself. I have been moved by the responses and condolences from Lucas’ friends in the UK and around the world. It leaves me in no doubt that - despite the shocking loss we all feel - EASA will continue to thrive, largely because of Lucas’ brilliant leadership over the last eight years”. Guy Parker, ASA Chief Executive.
 

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