This week the AANA has welcomed the 2014 APEC Leaders Declaration in support of an ‘Action Agenda on Advertising Standards and Practice Development’ which supports a self-regulatory system for advertising.
Importantly the Action Agenda urges governments to “increase their support for efforts of advertising self-regulation” and outlines the significant benefits of advertising to help achieve innovation, productivity and growth in all goods and services sold across and within APEC economies.
It is the result of a three year project coordinated by the Advertising Standards Bureau with input and support from the Australian Government, the World Federation of Advertisers (of which the AANA is a member), the European Advertising Standards Alliance, the International Chamber of Commerce and sponsorship from a number of international advertisers.
The Declaration is a real acknowledgment of the Australian system particularly in our flexibility to respond appropriately to new technologies to continue to meet community expectations. It will support the AANA’s continued efforts to promote and consolidate our self-regulatory system as an important complement to government regulation and enforcement.
The Action Agenda recommends to APEC members that advertising regulatory regimes reflect the following principles:
- Be legal, decent, honest and truthful.
- Conform to the principles of fair competition, as generally accepted in business. Advertisers should respect intellectual property rights, and the legitimate rights of brand holders and advertising agencies.
- Respect the cultural, legal, and economic context of each individual APEC economy.
- Give special care in advertising practice directed towards or featuring children or young people. Advertisements targeting, or portraying, children shall not contain anything that will lead to physical and mental harm to them and shall not take advantage of their potential vulnerability or credulity.
- Advertising should not undermine healthy and active lifestyles or healthy balanced diets.
- Advertising should take particular care to ensure truthfulness and integrity in relation to environmental claims.
- Respect and protect personal privacy consistent with the APEC Privacy Framework and Cross Border Privacy Rules.
- Comply closely with regional laws and regulations, industry standards and ethics.
- Facilitate, rather than impede, trade and investment in the region.
Brand owners and their representative organisations are expected to assume primary responsibility for advertising communications and industry self-regulatory practice. As the key industry association, the AANA will be continue to actively participate in advertising self-regulatory practice, raising awareness and the capacity of self-regulation.
Read the Media Release on the AANA Website.