OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 26

Taking our responsibility seriously
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SECTION
06
Self-regulation and
advertising content
With great exposure
comes great
responsibility, and
OMA members are
committed to meeting
community standards.
The OMA’s Code of Ethics is a set of members with clear guidance about the
voluntary principles that defines the 16 self-regulatory industry codes
industry’s standards for doing business and how best to comply with
with advertisers and regulators, and its them. Australia’s system of self-
responsibilities towards the community regulated advertising is highly
and the environment. The Code of successful. However, the decision
Ethics supplements the obligations on what is acceptable advertising
that members are already required content can be a subjective one.
to comply with under existing laws,
including Federal and State law. S E L F - R E G U L ATI O N
CO N TE N T TR A I N I N G While OMA members don’t always
OMA COD E OF ET HI C S
create the advertisements placed on
OMA conducts a regular program their signs, they do take responsibility
Out of Home (OOH) is an incredibly of Content Training for members for what is displayed. The OMA works
powerful medium, a prominent fixture in conjunction with the Advertising with the ASB to ensure OOH advertising
for all to see – where we live, shop Standards Bureau (ASB), the Australian meets prevailing community standards
and play. You can’t turn OOH off and Association of National Advertisers and attitudes. The OMA supports
you can’t change the channel. This is (AANA), The Communications Council the complaints procedure managed
why it is important for the industry and the Alcohol Beverages Advertising by the ASB, and also works with the
to have its own Code of Ethics* Code (ABAC) Scheme. This training is a AANA, The Communications Council
to ensure that members operate key part of the industry’s demonstration and the ABAC Scheme to ensure that
their businesses responsibly. of its commitment to providing members only display advertising
AT T E N DE ES O F O M A’S S E LF- REGULAT ION CON TEN T TR A IN IN G
25 BR I S BANE 21
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MELB OU R N E
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*www.oma.org.au/regulation-and-community/advertising-content-and-self-regulation/oma-industry-policies