Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 23

Challenge accepted – changes supported The vast majority of advertising and marketing communications in Australia complies with the relevant codes and does not receive any complaints, while the majority of those complained about are not found to be in breach of the codes. An essential element of the advertising self-regulation scheme is effective compliance with decisions. The ASB aims to achieve a minimum compliance rate of 99 per cent with Advertising Standards Board decisions across all advertising platforms. Over the past five years the average compliance rate has been 97 per cent. This demonstrates the commitment of the vast majority of advertisers to the system and to maintaining high standards of advertising. Where a breach is found, very few advertisers provide any opposition to Board decisions. However in 2016 the ASB’s compliance record fell to slightly over 96 per cent as a result of continued non-compliance by one Queensland based advertiser. The complaint resolution process is quick, transparent and accessible to all consumers, with easy to follow steps and support throughout the process provided by the ASB staff. Review of Operations 2016 After several years of seeking support from Federal, State, Territory and Local government agencies, the ASB was successful in finding an avenue to address compliance by this particular advertiser. On 8 November 2016, the Transport Operations (Road Use Management) (Offensive Advertising) Amendment Bill 2016 was introduced to Queensland parliament by The Honourable Mark Bailey (Queensland Minister for Main Roads, Road Safety and Ports). advertisement if it is found to breach the AANA Code of Ethics. The approach highlights the effective manner in which Governments can support self-regulation through the use of minimal effective legislative backstops. Such an approach recognises that the vast majority of advertisers voluntarily remove or modify advertising which is found to be offensive. In introducing the Bill, Minister Bailey highlighted the aim of the Bill was to ensure that vehicles registered in Queensland did not display sexist, obscene or otherwise offensive advertising. The ASB welcomed the introduction of the Bill as a means to supporting enforcement of Advertising Standards Board determinations in relation to vehicles registered in Queensland. The Bill was the result of extensive co-operation between the Queensland Department of Justice and the Queensland Attorney-General, the Queensland Department of Transport and Main Roads, and the ASB. The ASB supported the approach contained in the Bill, on the basis that the government will only intervene on a referral from the ASB. A referral will only be made to the Queensland government’s Department of Transport and Main Roads if an advertiser fails to comply with an Advertising Standards Board determination. Advertisers are asked to modify or remove an 21