PROMOTING, DEFENDING AND EVOLVING SELF-REGULATION

The AANA implements a comprehensive regulatory affairs program to ensure two key objectives:

  • Self-regulation is the preferred model and is regarded by government and stakeholders as the most effective system for managing marketing communication in Australia.
  • AANA members can expand their marketing communication activities into new channels without unnecessary regulatory obstacles.

The AANA codes in evolution

The AANA Code of Ethics is the core self-regulatory code which provides the overarching set of principles with which all advertising and marketing communications, across all media, should comply. Our other codes include marketing food and beverages, marketing directed primarily to children, environmental claims and wagering advertising, delivering clear requirements for the content of advertising and marketing communication.

The AANA Codes are platform and technology neutral and can evolve and adapt to keep pace with changing requirements. AANA members are invited to consult and participate in review processes, which are informed by international best practice.

Robust complaints handling

The AANA, together with the Advertising Standards Bureau, represent two halves of Australia’s gold standard system of self-regulation. Both are funded by industry. Complaints under AANA Codes are adjudicated by the independent Advertising Standards Board for consumer complaints, and the Advertising Claims Board, for competitor complaints. These Boards are operated under separate management and their operations are funded by a levy on advertising administered by the Australian Advertising Standards Council.

Cross industry collaboration

We work with our industry colleagues to collectively champion members’ issues and to provide guidance and messaging to government and stakeholders. This includes industry associations like the AFGC, ABAC, OMA and the television and radio broadcasting associations.

Engagement with government and regulators

The AANA promotes the unified respected voice for brands to Federal and State Governments as well as regulators who have touch points with our Codes and member base such as the ACMA, ACCC, Standards Australia, ASIC and the TGA. The AANA participates in relevant government reviews and inquiries, making written or oral submissions to support advertisers’ policy objectives, as well as contributing to other industry and consumer association reviews.

Consumer/community stakeholder engagement

We participate in community and consumer discussions to help ensure there is genuine engagement and understanding of the self-regulatory regime and invite these groups to input into the Code review process.

Benefits of self-regulation

Self-regulation represents industry adopting a responsibility to the consumer and demonstrating to regulators a result in ethical communication. Without self-regulation it is open for regulators to proscribe activity at a level that affects all of industry in response to one issue or a few voices. Brand owners can use self-regulation to create a set of values consumers can relate to and build brands with purpose, providing the ability to increase trust in advertising and brand value.