Latest News > Media Release
14 November 2011
AANA broadens reach of self-regulatory system
AANA has revised its Code of Ethics, making several amendments to broaden its scope and remove any ambiguity as to whether advertisements in the rapidly growing online and digital media sector are covered.
The AANA Code of Ethics is the cornerstone of the advertising self regulatory system in Australia. Over 80 percent of all complaints to the Advertising Standards Board, the independent adjudicator, fall within the scope of the Code. It has the objective of ensuring all advertising in Australia is ethical, and prepared with a proper sense of obligation to consumers and fairness to competitors.
“The Code is extensively referenced by all players in the advertising marketing and media industry. We have changed the definition of ‘advertising and marketing communications,’ removing ambiguity around whether complaints about online and digital advertisements are covered,” said AANA Director of Codes, Policy and Regulatory Affairs, Alina Bain.
A Practice Note has been developed, using examples and plain-English drafting to help make the Code easier to understand and apply. The Practice Note will be expanded over time using feedback from ASB adjudications and global best practice.
The review involved a public consultation facilitated by Independent Code Reviewer, Dr Terence Beed, Honorary Associate Professor of Marketing in the University of Sydney Business School.
“To ensure the process was robust and thorough, the review took into consideration comments from a diverse range of stakeholders. We also took into account the input from recent government inquiries into outdoor advertising and classification. A common theme was the need to keep the Code to a manageable length. The introduction of a Practice Note will provide greater clarity, without burdening the Code with more sections,” said Dr. Beed.
The revised Code will take effect from 1 January 2012, enabling a period of adjustment and training with all industry players.
AANA is committed to a program of continuous maintenance and updating of its advertising industry codes and will undertake its next review of the Code of Ethics within three years.
For further information:
Alina Bain,
Director of Codes, Policy and Regulatory Affairs,
Australian Association of National Advertisers, P: 02 9221 8088