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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

The best design always features a minimalist approach to the use of color. Many designers are tempted to use many different colors but us...

Jose Salas

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Latest Podcast

More podcasts

Sign in