Advertising Standards Bureau Review of Operations 2014 | Page 20
Self-regulation system has effective
compliance outcomes
Advertisers across Australia continue to take a
responsible approach and are willing to adhere to
community standards. In 2014 the compliance
rate fell to 95.9 per cent, the lowest recorded
compliance rate since the establishment of the
ASB. However, of the 21 cases recorded as
Upheld-Not modified or discontinued in 2014
19 related to the one advertiser. If this advertiser
was not included in the statistics the compliance
rate would rise to 99.6 per cent, consistent with
previous years.
These 19 advertising and marketing
communications were for a Queensland based
campervan hire company. This company publicly
announced in July 2014, it would remove slogans
which the community found offensive and would
change its modus operandi to ensure offensive
slogans did not continue to appear on its vans.
Where an advertiser does not comply with the
Board’s decision the ASB has sought assistance
from industry bodies and Federal, State, and
Local Government authorities. In 2014, Facebook
agreed to take the approach that Facebook
pages need to comply with determinations of
the Standards Board. Facebook will review
all complaints that the ASB refers to them in
relation to content that is posted on Facebook
for compliance with their policies. In the very
few cases where an advertiser does not comply
voluntarily with a determination by the Standards
Board, Facebook has agreed it will remove an
advertising or marketing communication in line
with its advertising guidelines.
The ASB will continue its work to
achieve 100 per cent compliance with all
Board determinations.
The ASB updates its sole member (AANA), about
a range of issues at shareholder meetings with the
AANA Board. In 2014 the CEO updated the
Board on key issues relating to the adjudication
component of the self-regulatory system,
such as implementation of the industry-wide
increase to the rate of self-regulation levy, and
recruitment of new members to the Advertising
Standards Board.
The AANA continues its support of the ASB
Board of Directors. A Director and an alternate
director AANA appointees continued on
the Board of Directors in 2014. The AANA
representation on the Board contributes to
improved awareness and understanding by the
AANA of the ASB’s environment.
The ASB participated in quarterly Advertising
Media Marketing Industry Forum meetings
chaired by AANA. Issues covered included
government regulatory liaison topics such as
Code of Practice reviews by ACMA, Privacy
Act reviews, and the Classification Review. This
forum includes representatives from all key
industry organisations.
Overall, statistics show that the majority of
non-compliance cases are small and medium
size businesses with local and own premises
signage. Expansion of ASB jurisdiction to
cover this form of advertising and marketing
communication has presented challenges, but
most advertisers act responsibly and comply with
Board determinations.
19 from the
453 cases
dismissed
Shareholder recognises value provided by
the ASB
21 not modified
one advertiser
or discontinued
2 from additional
545
cases
advertisers
62 cases
upheld
41 modified
30 cases withdrawn
before Board decision
18
or discontinued
Advertising Standards Bureau