Fiona Jolly, CEO, Advertising Standards Bureau: The current rules


Published on

This presentation was given by Fiona Jolly, CEO of Advertising Standards Bureau, at the ACMA's Citizen conversation on Decency.

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Fiona Jolly, CEO, Advertising Standards Bureau: The current rules

  1. 1. AdvertisingStandards BureauFiona JollyJune 2013
  2. 2. Bureau, Board and self-regulation Established in 1998 by the AANA The Advertising Standards Board: 20 communitymembers The Advertising Standards Bureau: 8 personsecretariat Complaints about ads that appear in all media Advertisers responsive to Board decisions One of the few true self-regulatory organisations Funded by industry – 0.035% levy
  3. 3. What does the Board do?Board meets twice per monthAdjudicates on complaints madeby consumers about the contentof advertising and marketingcommunications that appear in all mediaChallenge: maintain consistency whilereflecting changing community standardsComplaints upheld or dismissed by Board
  4. 4. Complaints process Complaint received & acknowledged Check whether within jurisdiction Notify advertiser Board considers complaints, advertisement,advertiser response and any relevantinformation Decision – dismiss or uphold, notify advertiserand complainants Possible Independent Review Case closed
  5. 5. The Codes & Initiatives AANA Code of Ethics AANA Food and Beverages Marketing andCommunications Code AANA Code for Advertising & MarketingCommunications to Children FCAI Voluntary Code of Practice for Motor VehicleAdvertising AFGC Responsible Children’s Initiative QSR Industry Initiative for Responsible Advertising andMarketing to Children AANA Environmental Claims in Advertising & MarketingCode
  6. 6. Within the AANA Code of Ethics• Discrimination or vilification (Section 2.1)• Exploitative & degrading (Section 2.2)• Violence (Section 2.3)• Sex, sexuality or nudity (Section 2.4)• Language (Section 2.5)• Health and safety (Section 2.6)• Not ‘decency’ specifically-Decency: ‘conformity to the recognised standards ofpropriety, good taste, modesty etc’. (MacquarieDictionary)
  7. 7. Reflecting community standards onCode issues• Diverse Board• 20 members of the community• Diverse in gender (11 women, 9 men)• Age range from 20’s to retired• States represented: NSW, QLD, ACT, WA, VIC, SA• Occupations vary from optometrist to police officer toformer Senator to barista• 2 training days per year to discuss precedentand develop position on issues• Research into community standards• Apply Code provisions
  8. 8. Research available from ASB In the last five years, ASB has commissionedfive reports to ensure community standardsare in line with Board decisions• 2012 Research Report – Community perceptionsresearch• 2010 Research Report - Community perceptions ofsex, sexuality and nudity in advertising• 2009 Research Report Community perceptions ofviolence in advertising• 2009 - Discrimination and Vilification ResearchReport• 2007 - Community standards research
  9. 9. Community Perceptions• 2012 Community Perceptions Research• Online survey completed by 1,253 communitymembers• Participants reviewed 15 ads broadcast overa variety of mediums and asked to applyCode provisions• Following reading an extract of the Code,participants asked to rate their level ofagreement with ad considering Code.
  10. 10. Are Board decisions OK? Board decisions largely congruent with generalpublic in relation to acceptability of broadcastingthe advertisements Key to appropriate advertising are issues aroundplacement and timing of ads, and the subtlety ofsexual references Significant general concern about the possibilityof ads contributing to premature sexualisation ofchildren Language a concern for community – notacceptable to use profanity
  11. 11. Support for Code Research shows a continuing high level ofsupport for the self-regulation system and theCode of Ethics administered by the ASB
  12. 12. Section 2.1 – discrimination‘Advertisements shall not portray people or depict materialin a way which discriminates against or vilifies a person orsection of the community on account of race, ethnicity,nationality, gender, age, sexual preference, religion,disability, mental illness or political belief.’ Research: the community is less conservative than theBoard regarding issues relating to Health and Safety,Violence and Discrimination. (other than sex related) For Section 2.1 there is no difference between mediaplatforms.
  13. 13. ‘Advertising or marketing communications should notemploy sexual appeal in a manner which is exploitativeand degrading of any individual or group of people’. For Section 2.2 there is no difference between mediaplatforms.Section 2.2 – exploitative &degrading
  14. 14. Section 2.3 – violence‘Advertisements shall not present or portrayviolence unless it is justifiable in the context ofthe product or service advertised.’ For Section 2.3, there is no difference betweenmedia platforms.
  15. 15. ‘Advertising or marketing communications shall treat sex, sexualityand nudity with sensitivity to the relevant audience.’ 2012 research shows community has been more conservative thanthe Board regarding themes of strong language and sex, sexualityand nudity. Board has become more strict on this issue in response tocommunity concerns. For Section 2.4, there is a difference between media platforms.Section 2.4 – sex, sexualityand nudity
  16. 16. Section 2.5 – decency in language‘Advertising or marketing communications shall only uselanguage which is appropriate in the circumstances andstrong or obscene language shall be avoided’. With regards to language there was widespread concernover the exposure of children to strong language For Section 2.5, there is a difference between mediaplatforms.
  17. 17. Section 2.6 – health & safety‘Advertising or marketing communications shallnot depict material contrary to prevailingcommunity standards on health and safety’. For Section 2.6, there is no difference betweenmedia platforms.
  18. 18. Copyright Note The copyright in the advertisements reproducedin this presentation is owned by the relevantadvertiser or their agency and is used underlicence by the Advertising Standards Bureau. The Advertising Standards Bureau has no rightto sub-licence the use, reproduction or copyingof the advertisements forming part of thispresentation.
  19. 19.