05 Our contribution
Delivering on community standards
AUSTRALIANS ARE PASSIONATE ABOUT THEIR PUBLIC SPACES , SETTING A VERY HIGH BAR FOR OMA MEMBERS WHEN IT COMES TO CONTENT DISPLAYED ON OUT OF HOME ( OOH ) SIGNS .
Working alongside Ad Standards to ensure OOH advertising meets prevailing community standards and attitudes , the OMA supports the complaints procedure , and also works with the Australian Association of National Advertisers ( AANA ), The Communications Council , and the Alcohol Beverages Advertising Code ( ABAC ) Scheme to ensure that members only display advertising that both meets Australian standards and complies with the self-regulatory codes .
OOH is the ultimate broadcaster to a large audience , including people of every age , race , gender and religion . The 2011 Commonwealth Government ’ s Inquiry into the Regulation of Outdoor Advertising confirmed to the industry , and the OMA , that we must be especially considerate of the way in which we capture our massive audience ’ s attention .
Part of the responsibility of selfregulation is educating members about the codes and to ensure that they are understood . The OMA takes responsibility for this and has established a program of education and advertising pre-vetting initiatives including :
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A regular , national program of Content Training for members and agencies
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An Advertising Content Policy , including a Copy Advice Service
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A Concept Advisory Service for advertisers and creative agencies to use at the early stage of a campaign ’ s development .
THE OMA ENDORSES THE DISPLAY OF ADVERTISING THAT ADHERES TO THE FOLLOWING 17 ADVERTISING INDUSTRY CODES OF PRACTICE :
OMA Code of Ethics OMA Advertising Content Policy OMA Digital Signage Policy OMA Alcohol Advertising Policy OMA Political Advertising Policy OMA Environmental and Sustainability Policy OMA Vegetation Management Policy AANA Code of Ethics AANA Environmental Claims in Advertising and Marketing Code AANA Code for Advertising and Marketing Communications to Children
AANA Food and Beverages Advertising and Marketing Communications Code
Australian Food and Grocery Council Quick Service Restaurant Initiative ABAC Responsible Alcohol Marketing Code
The Federal Chamber of Automotive Industries ’ Voluntary Code of Practice for Motor Vehicle Advertising
The Therapeutic Goods Advertising Code The Weight Management Industry Code of Practice AANA Wagering Advertising and Marketing Communication Code
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