“The OMA punches above its weight, ensuring its members’ high levels of compliance with
our self-regulatory system, and also positively influencing the broader advertising industry
through its own initiatives and by supporting the work of other industry associations,
including the AANA.”
JOHN BROOME | CEO, AANA
COMPLAINTS
The majority of OOH advertisements
do not receive community criticism, or
complaint, and of those that do, most are
found to not breach any codes. Since the
2011 Commonwealth Government’s
Inquiry into the Regulation of Outdoor
Advertising, the OMA has seen
significant reductions in the number
of upheld complaints, particularly in
the area of Sex, Sexuality and Nudity.
OMA members have gone from eight
breaches in 2011 (before our Content
Training Program commenced) to
12 breaches in total across the following
NUMBER OF OMA
YEAR
MEMBERS’ COMPLAINTS
UPHELD
six years. Considering that OMA
members display over 30,000
campaigns nationally each year, this
equates to less than 1% of all campaigns
breaching any codes.
This is the record of a mature industry
that takes its social responsibility
seriously and understands the role
it plays in the public domain.
Complaints and breaches become
learning tools for the OMA and its
members, demonstrating that the system
of self-regulation is working, and
highlighting where it may be improved.
PERCENTAGE OF
ALL OOH ADS
PERCENTAGE OF IN THE TOP TEN ADS AANA
OOH COMPLAINTS MOST COMPLAINED GUIDELINE
TO AD STANDARDS ABOUT 2011 8 .02% 39.1% 3
2012 3 .01% 9.6% 0
2013 1 0.003% 16.8% 1
2014 1 0.003% 10.4% 1
2015 2 0.006% 9.3% 0
2016 1 0.003% 9.1% 0
2017 4 0.012% 8.3% 0
CONTRAVENED
SEX, SEXUALITY
& NUDITY
VIOLENCE,
HEALTH & SAFETY
SEX, SEXUALITY
& NUDITY
VIOLENCE
DISCRIMINATION,
HEALTH & SAFETY
SEX, SEXUALITY
& NUDITY
SEXUAL APPEAL, HEALTH &
SAFETY, DISCRIMINATION
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