Advertising industry code of ethics due for review

Code that governs advertising has had to keep pace with changing face of marketing and content and is due for review

The Australian Association of National Advertisers (AANA) has opened up its advertising industry code of ethics for full review and industry consultation.

AANA CEO, John Broome said the association had evolved the definition of advertising in keeping with technological and other advances. These have changed the nature of commercial communication “to help ensure that the codes apply to new forms of marketing, such as user generated content on brand websites and influencer marketing on social media platforms", he said.

The overarching self-regulatory code is intended to ensure ads and other forms of marketing communication are legal, decent, honest and truthful and aligned with prevailing community standards. It covers all material the advertiser has a reasonable degree of control over and applies to all media and digital platforms.

“We now want to canvas opinions as to whether the codes have evolved sufficiently in their application to meet these new challenges," Broome said. "We also want to canvass whether the codes appropriately reflect contemporary community standards and concerns when it comes to matters such as the treatment of minors, the portrayal of genders, the use of sexual appeal and the treatment of different groups within our society."

To start the process, the AANA has released a discussion paper for stakeholders and to stimulate informed input to the review. 

The review comes after the recent appointment of Nestle Oceania’s director of ebusiness, strategy and marketing, Martin Brown, to chair the AANA, replacing Lion managing director of global markets, Matt Tapper. 

Other recent appointments to the AANA board include Google director of marketing, Aisling Finch; Westpac chief digital and marketing officer, Martine Jager; and Lion external relations and corporate communications director, Tegan Flanagan.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in