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
In this latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.
At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.
looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...
Kavin kyzal
How to manage social media during Covid-19
Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...
Pierce Fabreverg
Study: Gen Z are huge opportunity for brands
Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...
Pierce Fabreverg
Board games distributor partners with Deliveroo in business strategy pivot
Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...
Hugo
New campaign aims to build understanding around scope and impact of dyslexia
Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...
Pierce Fabreverg
Does your brand need a personality review? - Brand vision - CMO Australia