Advertising Standards Bureau Review of Operations 2014 | Page 87
3. AANA Code of Ethics
Objectives
Definitions and Interpretation
This Code has been adopted by the Australian
Association of National Advertisers as part of
advertising and marketing self-regulation. Its
object is to ensure that advertisements and other
forms of marketing communications are legal,
decent, honest and truthful and that they have
been prepared with a sense of obligation to the
consumer and society and a sense of fairness and
responsibility to competitors.
In this Code, unless the context
otherwise requires:
This Code comes into effect on 1 January 2012.
It replaces the previous AANA Code of Ethics
and applies to all advertising and marketing
communications on and from 1 January 2012.
This Code is accompanied by Practice Notes
which have been developed by AANA. The
Practice Notes provide guidance to advertisers,
complainants and the Advertising Standards
Board (Board) in relation to this Code.
•
Advertising or Marketing Communications
means any material which is published or
broadcast using any Medium or any activity
which is undertaken by, or on behalf of an
advertiser or marketer, and
•
o
ver which the advertiser or marketer has a
reasonable degree of control, and
•
t
hat draws the attention of the public in a
manner calculated to promote or oppose
directly or indirectly a product, service,
person, organisation or line of conduct, but
does not include Excluded Advertising or
Marketing Communications.
Advertising or Marketing Communications
to Children means Advertising or Marketing
Communications which, having regard to the
theme, visuals and language used, are directed
primarily to Children and are for Product.
“Product” is defined in the Code for Advertising
& Marketing Communications to Children
as follows: Product means goods, services and/
or facilities which are targeted toward and have
principal appeal to Children.
Excluded Advertising or Marketing
Communications means labels or packaging
for products, public relations communications
(corporate or consumer) and related activities and,
in the case of broadcast media, any material which
promotes a program or programs to be broadcast
on that same channel or station.
Medium means any medium whatsoever
including without limitation cinema, internet,
outdoor media, print, radio, telecommunications,
television or other direct-to-consumer media
including new and emerging technologies.
Prevailing Community Standards means the
community standards determined by the Board
as those prevailing at the relevant time in relation
to Advertising or Marketing Communications.
Prevailing Community Standards apply to clauses
2.1–2.6 below. The determination by the Board
shall have regard to Practice Notes published
by AANA and any research conducted by the
Advertising Standards Bureau.
The Board means the board appointed by the
Advertising Standards Bureau from time to
time, the members of which are representative
of the community, to administer a public
complaints system in relation to Advertising or
Marketing Communications.
Children means persons 14 years old or younger
and Child means a person 14 years old or younger.
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