Media Matters > Media Release
| Media Release |
RESPONSIBLE ADVERTISING PROMISED BY MARKETERS
—Peak Body Ready To Engage ‘At All Levels’
A recommitment to response advertising and marketing communications with particular regard to children has been made by the peak marketing industry body, the Australian Association of National Advertisers.
The AANA has taken this action “in the public interest” while a draft of new Children’s Television Standards is under public review.
The Australian Communications and Media Authority [ACMA] released its draft CTS documentation last week for public comment prior to finalisation. Submissions are due by October 17 2008.
The AANA has described the ACMA review as “rigorous but reasonable,” with Chairman Alwill saying it included the most thorough investigation anywhere in the world of the relationship between advertising and health consequences for children.
“Our representation on the World Federation of Advertisers keeps us abreast of international activity, and I can say without doubt that the job done by ACMA in considering advertising effects on children is second to non at any time any where,” said the AANA Chairman.
“The rigour of the examination was as testing as their dedication to evidence-based considerations was impressive.”
ACMA found insufficient evident to support the advertising restrictions called for by various advocacy groups.
“We are ready to work with the government and advocacy groups in ensuring advertising and marketing communications remain responsible, and will continue to work on industry initiatives to improve the quality of consumer information and understanding,” Mr Alwill said.
Through the WFA, the AANA is already involved in the Responsible Advertising and Children [www.responsible-advertising.org] initiative and working on its media literacy program. It also led a an advertising, marketing and media ‘Eat Well, Play Well, Live Well’ healthy lifestyle advertising campagin that gained over $10 million in media exposure across Australia, and set an standard of industry response now regarded as a model world-wide.
“While hoping that the world best practice research review by ACMA will satisfy the concerns of the South Australian and Queensland Governments, we’re happy to engage with them in pursuit of responsible advertising and marketing communication all levels.”
Download this media release
For further information:
Collin Segelov, AANA Executive Director 0414 858 899
Background Information
The Australian Association of National Advertisers (AANA) is the peak advertising industry body representing the rights and responsibilities of Australia’s major advertisers and their industry partners. Further information about the AANA is available from http://www.aana.com.au/
The AANA’s aim and objective is to promote and safeguard the advertising interests of its members and to ensure that ethical standards are upheld through the management of the industry’s self-regulation system, implemented today through the Advertising Standards Bureau (ASB) in Canberra. The industry self regulation system is created, reviewed and owned by the AAHA.
The AANA represents the interests of companies responsible for 85% of Australia's annual expenditure on national mainstream media advertising, which topped $10 billion in 2005.
The ASB administers a complaints process under a national system of advertising self-regulation through the Advertising Standards Board and the Advertising Claims Board. Both boards make their determinations about complaints under appropriate sections of the Advertiser Code of Ethics, and the Food & Beverages Advertising & Marketing Communications Code and the Advertising and Marketing to Children Code as prescribed by the AANA, by following principles laid down by the AANA in consultation with the advertising industry and other stakeholders. Further information about the ASB is available from http://www.adstandards.com.au/pages/index.asp
The ASB reports annually on the complaints it has received.