OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 27

that meets community standards • Content Training for members The OMA Code of Ethics states that
and the self-regulatory codes. • Content Review Policy, including
a copy advice service OMA members cannot endorse the
• Concept Advisory Service
for advertisers and creative
agencies at the early stage of
a campaign’s development. likely to breach the AANA Code of
OOH is the ultimate broadcaster – its
audience includes people of every age,
race, gender and religion. The 2011
Federal Government Inquiry into the
Regulation of Outdoor Advertising
display of an advertisement that is
Ethics, and therefore the Concept
Advisory Service helps to eliminate
the likelihood of a breach by gauging
content and determining whether
confirmed to the industry, and the OMA,
the proposed advertisement:
that it must be especially considerate CO N TE N T R E V I E W P O L I CY A N D of the way in which it captures its CO N CE P T A DV I S O RY S E RV I C E • Treats sex, sexuality and
nudity with sensitivity
The OMA developed a Content Review • Contains violence that cannot
be justified in its context
massive audience’s attention.
The Inquiry also showed the OMA Policy, including a copy advice service, that the self-regulatory codes are that sees members seeking advice from only effective if fully understood by the OMA. Members send over all members. Since that time, the 250 pieces of creative per year. OMA has taken responsibility for The OMA’s Concept Advisory In 2016, the OMA pre-vetted 261 pieces
this and has established a program Service exists to offer advertisers of advertising creative, rejecting
of education and advertising pre- and creative agencies free advice 29 advertisements and seeking
vetting initiatives including: at the early stage of a campaign’s modification