Association insists the move will retain the credibility of the advertising complaints system will addressing rising costs around the self-regulated model
The AANA and Advertising Standards Bureau will join forces at a board level in a move the pair say will future-proof and streamline Australia’s self-regulatory system for advertising while still retaining the independence of the complaints body.
Under a resolution confirmed on 2 May, the AANA and ASB opted to amalgamate their respective boards and will hold an election process at the AANA’s general meeting in November to elect a new single board. The board is expected to include representatives from the AANA’s member base, wider advertising ecosystem and the community.
AANA chair, Matt Tapper, said the changes will reduce complexity and bring down costs while still retaining the independents of a complaints process.
“They will have no impact whatsoever on the independence and transparency of Ad Standards complaints and adjudication processes, which will continue to be administered independently of the AANA secretariat, by its own chief executive and staff,” he said.
The AANA labelled the decision the first stage in a series of moves aimed at future-proofing the self-regulatory system and dealing with rising costs. The association said it will now also embark on formal consultations with industry participants with the aim of evolving the self-regulatory funding system.
Historically, advertisers supporting the self-regulatory system have voluntarily paid a small level on their media spend, collected by the Media Federation of Australia (MFA) media agencies.
“This levy funds the independent adjudication system and to date, this mechanism has served us very well,” Tapper said. “However, the increasing migration of advertising to the digital space has led to more advertising content and hence increased the workload and operating costs of Ad Standards.
“At the same time, there is a growing trend for advertisers to pay major publishers and digital platforms directly and that has the potential to significantly lessen the funding for self-regulation through the current collection mechanism.”
To combat this global challenge, the AANA will also actively engage with respective associations globally to source alternative funding models, Tapper said.
“This is a long-term project, but given the future media landscape, it is only sensible to commence formal discussions now,” Tapper added.
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
A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.
In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.
Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty good idea. I think this integration is useful. Don't you agree?
Misty Stoll
Officeworks hops on voice interface bandwagon with Google Assistant integration
ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.
DragoCubed
Optus goes for education with 5G network campaign
Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...
Radiata Solutions
6 Ways to ramp up Social Media to Your Web Design
This is a unique experience! Will be interesting to talk to their managers.
Joyce Harris
How Krispy Kreme revitalised its brand in a saturated market
I feel bad for them. It's a shame they are closed now. What do you think about it?
Lisa Deleon
Dick Smith stores set to all close by 30 April