CEO report
MERGING BILLBOARDSTRANSPARENCY RADIO COMPLAINT PARTNERING
ADVERTISERSPOSTERS
COMMUNITY DETERMINATION OUTDOOR
SELF-REGULATE RESPONSIVE MEMBERS TELEVISION ACCOUNTABILITY RESEARCH INTERNET RELIABLE UNITING REPORTS CONSUMERS COMMUNICATING DETERMINATION TRANSPORT EDUCATORS CODES
CONSUMERS ADAPTABLE EDUCATORS SOCIAL MEDIA COOPERATING BILLBOARDS ASSOCIATING
GOVERNMENT ACCOUNTABILITY
LIAISING INTEGRITY CINEMA INDUSTRY TRAINING STANDARDSPEOPLE
TRANSPORT BRIDGING INDEPENDENT SOCIAL MEDIA
CONSUMERS CODES
The advertising self-regulation system in Australia is built on a strong foundation created in 1998 which has been continuously improved and refined to ensure that it is a strong , independent system in line with international best practice . In 2015 we continued to adapt and work towards making the system even stronger .
The essential foundation of the advertising self‐regulation system in Australia is its independence . Determinations about advertising complaints are made by an independent Board , made up of people who do not represent any particular interest group and are individually and collectively clearly independent of the industry .
The independence of the self-regulation system is further ensured through the ASB , which acts as an independent adminstrator of the complaints system . The Bureau Board of Directors places the highest priority on preserving the integrity of the advertising self-regulation system and insists on absolute separation between the work of the Bureau Board and that of the Advertising Standards Board and the Advertising Claims Board to ensure independent decision making .
Another important element of a complaints system is making sure people know how to complain . In 2015 we introduced our new website , with the design focussed on accessibility and usability , making sure a simple complaint form was easy to access . The new website also incorporated an accessible mobile design , so people can lodge complaints from their mobiles when and where they see an advertisement they want to complain about .
Conducting on-going research is integral in ensuring that the Advertising Standards Board has a strong understanding of community perceptions about advertising . In 2015 we commissioned new research into community perceptions on advertising directed primarily to children , testing Board decisions against those of the general community . The research found that there was a low level of general concern in the community regarding advertising food and beverages to children . When compared to specific advertisements the research found that the Board ’ s decisions were generally in line with those of the community , and where they weren ’ t the Board had taken a stricter view than that of the community .
The research also showed that while unprompted awareness of the ASB was low , just 5 per cent of respondents , prompted awareness from a list of possibilities was much higher with 42 per cent of respondents indicating they would contact the Board and 36 per cent nominating ASB – some respondents suggested they would contact both the Board and the ASB . The combined total of 78 per cent is consistent with previous research results . This was the first time since the introduction of the ASB that unprompted awareness has been tested , and this gives us a benchmark to work towards improving in future years . We were extremely pleased that over three‐quarters ( 77 per cent ) of respondents reported that the role of the ASB was important .
Regular revisions and updates to the Code and definitions are an important part of ensuring the system stays up to date with changing values in the community . In 2015 we continued to work with Australian Association of National Advertisers ( AANA ) on code development , and as of 1 January 2016 the definition of advertising and marketing communications in the AANA Codes change to include public relations material . This change ensures that all marketing communications material produced by advertisers is in line with community values and subject to the Code .
This year was my 10th year as CEO of the ASB , and in this time I have been privileged to be a part of a constantly adapting system of advertising self‐regulation . While we constantly strive to update and adapt all areas of the complaint system , the ASB has always adhered to the basic values of an effective self-regulation system : transparency , accountability , responsiveness and independent decision making . Thank you to everyone that supports the work of the ASB and helps to make the system a strong and effective one .
Fiona Jolly
10 Advertising Standards Bureau