OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 28

Taking our responsibility seriously
The aim of the OMA
is to build a more
sustainable industry
for its members
while advocating
for regulation that
is fair and equitable
for governments, the
community and
the Out of Home
(OOH) industry.
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SECTION
06
Federal Government Parliamentary to the OMA introducing a new policy
Inquiry, the OMA has seen a significant that requires all advertisements with
reduction in the number of upheld modifications proposed by OMA after a
complaints, particularly in the area content review, to be resubmitted to the
of Sex, Sexuality and Nudity. OMA OMA for final approval prior to posting.
members have gone from eight
breaches in 2011 (before our Content
breaches in total from 2012 to 2016.
propose additional regulation on
various types of advertising content.
over 30,000 campaigns nationally The OMA believes given the success
each year, this equates to less than of the self-regulatory system, public
1% of all campaigns breaching any resources would be more effectively
codes. This record alone is proof of a spent on education programs to address
mature industry that takes its social significant non-media influences
responsibility seriously and understands such as peers, parents and teachers.
the role it plays in the public domain. As Todd Sampson from the Gruen
While the industry works hard to
all complaints and breaches become
learning tools for the OMA and its
The vast majority of advertisements members. They demonstrate that the
that run on OOH, and other advertising system of self-regulation is working
channels, are not complained about; and give the OMA the opportunity to
of those that are, most are not found reflect on where it can be improved.
to breach any codes. Since the 2011 For example, a single breach in 2016 led
BE FORE
26
2016 saw some state governments
Considering OMA members display
continually improve its track record,
COMP L A IN TS
G OV E R N M E N T REG ULAT I O N
Training Program commenced) to eight
Transfer on ABC television once said,
“We can’t child-proof the world, we
have to world proof our children.”
R E G U L ATO RY AF FAI RS
While Australia’s robust system of
self-regulation guides the content
that can be displayed on OOH signs,
AF TER
Here we can see the OMA’s Concept Advisory Service at work – the before and
after of OOH advertising artwork as a result of having gone through a review.