AANA and Advertising Standards Bureau to merge boards

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  



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

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...

Janice Tollis

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in