​AANA and IAB Australia launch new native advertising best practice guidelines

The new best practice principles form part of the new guidelines for online advertising in Australia

The Australian Association of National Advertisers (AANA) and the Interactive Advertising Bureau of Australia (IAB Australia) have partnered on best practice principles for native advertising.

Under the new Native Advertising Principles, advertisers will be required to provide consumers with a prominently visible cue so they immediately know the content is paid-for advertising. These cues could be the use of the brand’s logo in or around the content or the use of a different design, font or shading to clearly differentiate it from the editorial content.

The new principles are set to be a consumer protection tool for advertisers to reference, aimed at ensuring readers can readily distinguish between what is paid-for advertising versus editorial content in the online environment. They bring together the guidance of both the AANA and IAB Australia at a time when brands are increasingly delivering editorial-style content in digital formats.

“With the increasing potential for blurred lines between editorial and paid-for advertising, it’s timely that these principles are being launched to provide guidance to advertisers and publishers about how they should guarantee transparency for consumers,” Lion Beer, Cider and Wine global marketing MD and new chair of the AANA Board, Matt Tapper, said.

AANA director of policy and regulatory affairs, Simone Brandon, said the new principles will help ensure that people know when they are viewing independent commentary and when they are viewing paid-for content in the form of native advertising.

"Responsible, respected and innovative marketing is at the heart of what our members stand for and these principles will help guide advertisers so that they are transparent and ethical in how they communicate about their brands online," she said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in