Latest News > Media Release
17 May 2010
AANA advocates more flexibility in Commercial Radio Standards
In a submission to ACMA, The Australian Association of National Advertisers (AANA) has pushed for more flexibility and less prescriptive disclosure and compliance requirements in the Commercial Radio Standards.
“The regulations applicable to other media, such as television, the internet and print media, currently allow a greater level of flexibility to advertisers than the current regulations for the commercial radio sector. We believe that the review should maximize flexibility and promote a ‘level playing field’ to ensure a competitive market,” said AANA CEO, Scott McClellan.
AANA also proposes amendment of the current definition of ‘advertisement’ used in the Standard to align more closely with the AANA definition, which is used widely throughout Australia.
“With a marked increase in cross media campaigns over the years, it is counter‐productive for advertisers to have to apply different definitions for the same campaign depending on the media concerned,” said Mr McClellan.
The alignment could reduce complications in identifying an ‘advertisement’ or when an advertisement meets the current definition based on when ‘consideration’ was provided.
AANA remains strongly supportive of a regulatory environment that incorporates co‐regulatory as well as self‐regulatory mechanisms and considers that the approaches to the regulation of advertising must be ‘principles’ and ‘risk’ based for consistency across all media platforms.
“Commercial radio should be afforded similar opportunities to other media regarding placement of advertisements, including within program material. The regulation of commercial radio should not act as a disincentive for advertisers to use this media channel,” said Mr McClellan.
For further information: Scott McClellan, Chief Executive Officer, AANA, 02 9221 8088