Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 12

CEO report Fiona Jolly, Chief Executive Officer As custodians of the complaints resolution half of the advertising self-regulation system, it is the role of the Directors and staff of the Advertising Standards Bureau to ensure the complaints system is operated in a manner that meets the needs of industry, the community and government. Those who are new to the ASB are always surprised by the variety, complexity and volume of work that is required behind the scenes. I will mention just a few highlights. One way of demonstrating our commitment to meeting diverse stakeholder needs is to ensure the system is operated according to both international and Australian best practice standards. Domestically, ASIC Regulatory Guide 139, approval and oversight of external dispute resolution schemes (ASIC RG 139) provides important guidance from the Australian Government for the operation of self-regulation systems. Internationally, the advertising self-regulation best practice guidance is well accepted as being that set out in the EASA Best Practice Recommendations. Integral to best practice is that the self-regulation system operates with full support of industry. The complaints resolution half of the advertising self-regulation system is fortunate to have support of all sectors of the advertising industry – advertisers themselves of course, but also very significant contributions and support from the media buying, creative, and media sectors. Also integral to the success of the system are the various industry bodies and of course the organisations that form the other half of the self-regulation system –the creators and keepers of the industry Codes that the ASB administers. Essential to both the domestic and international standards for self-regulation, is effective enforcement and compliance. During 2015 and 2016 the ASB continued to have concerns about 10 a threat to our otherwise impressive compliance rate posed from a very small number of businesses advertising on their own premises who declined to remove advertising and marketing material found to be in breach of community standards as judged by the Advertising Standards Board against the Australian Association of National Advertisers (AANA) Code of Ethics. We were very pleased therefore to have had success in working with the Queensland Government to have an effective ‘legislative backstop’ put into place (read more in the achievements section). This initiative should have our compliance rate back at world leading rates in 2017. Ensuring the community understands where to take concerns about advertising is another important best practice element. The ASB made significant effort to raise awareness in the community of its work through the use of social media during 2017 (read more in the achievements section). While more people in the community interacted with the ASB – through lodging complaints, or reading our social and traditional media information – there appears still to be some confusion regarding who and what constitutes the various elements of the complaints resolution part of the advertising self-regulation system. In an effort to address this issue, we are pleased that in late 2016 we made the first steps in finding out exactly what our various stakeholder groups think about the ASB and what they need, and the results of this research will be implemented in 2017 through more targeted and on point information to each stakeholder group, and we hope also through a refreshed look and feel for the ASB. Advertising Standards Bureau