Advertising Standards Bureau Review of Operations 2014 - Page 13

Chairman’s report The many parts of the advertising industry working together to ensure the success of the self‑regulation system was demonstrated in our work over 2013-2014 to secure the ongoing financial security of this system. As always the support of industry through cooperation and payment of levy continues to be a vital component to the effective administration and continued improvement of the advertising self-regulation system as a whole. In April 2014, the levy was increased to .05% ($500 per $1m of media buying), which is the first increase since the current system of self-regulation was set up in 1998. The successful implementation of this increase occurred due to the assistance and support from the Australian Association of National Advertisers and the Media Federation of Australia. Another priority for 2014 was building public awareness in the Australian community of the Advertising Standards Bureau and the accessibility and independence of its complaints process, and the Advertising Standards Board and its members. With grateful assistance of Flicks Australia a new television advertisement was developed. This advertisement was well received in the community thanks also to the support of our television partners who broadcast the Review of Operations 2014 advertisement at no cost to the ASB. In addition our communications and interaction with the community continue to increase with successful although modest use of social media. While not directly linked to the television campaign, the highest ever number of complaints received by ASB in 2014 does demonstrate increased awareness and use of the self-regulation system. The ASB continues to work with international partners to on advancing the role of selfregulation bodies in advertising. To this end we were delighted to receive news of the APEC Leaders Declaration supporting an ‘Action Agenda on Advertising Standards and Practice De velopment to promote alignment of advertising standards’ throughout the Asia-Pacific region. Reviewers Ms Victoria Rubensohn AM and Dr Dennis Pearce AO. Although only a small number of review applications were considered during 2014, this can in part be attributed to the feedback provided by Independent Reviewers and the consequential improvement in the robustness of Board decisions. I also want to express my appreciation to the Bureau Board of Directors who voluntarily and willingly offer their time to assist with corporate and strategic matters. Their diligence and skills combine to ensure the ASB meets its objectives. Ian Alwill Grateful thanks to the small team at the ASB who demonstrated their ability to meet challenges after managing the highest ever number of complaints during 2014. The myriad of roles taken on by the ASB involves work with community, industry, government and international bodies, as well as management of a world-class complaints management system. The Advertising Standards Board also has my continued appreciation and respect. Their work has been exemplary and, as always, difficult. It was a pleasure to welcome six new members to the Board, and an honour to thank and farewell other long-serving Board members who retired in 2014. Thank you also to the ASB’s Independent 11