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

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in