Advertising Regulatory Guide

The regulation of advertising and marketing communications can seem complicated. This overview gives you a snapshot of the key points to consider. We also point you in the direction of more information.

What are the key points I should remember?

You should keep a snapshot of the regulatory framework in your mind whenever you’re creating advertising or marketing communications. You can use this image to save to your mental RAM.

The AANA Codes are central because they are platform neutral and apply to advertising & marketing communications regardless of the type of product or service. The AANA Code of Ethics is the cornerstone for advertising standards in Australia – as industry self-regulation, the Code will apply to you whether you’re a member of the AANA or not.

Other codes, legislation or regulation may also apply to your material depending on what you are advertising or promoting and the medium you use.

How should I use this guide?

  1. No matter what or how you’re advertising, you should consider the AANA Codes as they apply to advertising & marketing communications in any medium
  2. Then, depending on the specific product or service you’re advertising or the medium you are using, you can delve into the other sections of the guide
  3. If you need more information, you can use the links at the end of the guide

AANA CODES, PRACTICE NOTES & GUIDELINES

These apply to advertising & marketing in any media.

  • Do I comply with prevailing community standards?
  • Is my ad aimed at, or does it feature, children?
  • Does my ad feature food or beverages?
  • Does my ad make environmental claims?
  • Am I advertising a wagering product?
  • What happens if I don’t comply?

READ MORE.

PRODUCT-SPECIFIC INDUSTRY CODES

These apply depending on the product being marketed.

  • Am I advertising a vehicle?
  • Am I advertising alcohol?
  • Is my product food or beverage aimed at children?
  • Am I advertising a quick service restaurant product?
  • What happens if I don’t comply?

READ MORE.

DELIVERY-SPECIFIC INDUSTRY CODES

These apply depending on the delivery method.

  • Am I using outdoor advertising?
  • Am I using direct marketing?
  • Am I using digital platforms?
  • Am I using native or testimonials?
  • What happens if I don’t comply?

READ MORE.

MEDIA-SPECIFIC CO-REGULATORY CODES

These apply depending on the media used.

  • Am I advertising on free-to-air TV?
  • Am I advertising on subscription TV?
  • Am I advertising on radio?
  • Am I advertising on the internet /print or other media?
  • What happens if I don’t comply?

READ MORE.

LEGISLATION AND REGULATION

These apply according to subject and jurisdiction.

  • What is the general law regarding misleading or deceptive advertising?
  • Am I advertising a financial product?
  • Am I advertising a therapeutic good?
  • Am I sending commercial electronic messages?
  • Am I calling or faxing to advertise?
  • Am I using, disclosing or storing customer information?
  • What happens if I don’t comply?

READ MORE.