Australia’s advertising industry has long benefited from a trusted self-regulatory system that helps keep advertising responsible, supports public confidence and provides a flexible alternative to government regulation.
While many consumers may never interact directly with the system, its impact is felt every day. It provides confidence that concerns about advertising can be independently assessed and that clear standards exist to guide advertisers.
Australia’s world class advertising self-regulatory system relies on industry support to remain strong and effective and is funded through a small levy paid by advertisers, equivalent to just $5 for every $10,000 spent on advertising. While modest, this contribution helps support the framework and services that underpin trust and confidence in advertising.
The levy funds the work of Ad Standards, including the independent handling of thousands of complaints each year. It also helps support industry guidance, community research and educational resources that assist advertisers in understanding and meeting their responsibilities.
In addition, the levy supports the broader self-regulatory framework, including advertising codes developed with industry by the Marketing Association of Australia (formerly the Australian Association of National Advertisers), along with advocacy and resources that promote responsible advertising practices.
Strong self-regulation delivers benefits beyond the advertising industry. It helps build confidence amongst the public and demonstrates that industry can take responsibility for maintaining high standards.
As advertising continues to evolve across new technologies, platforms and formats, maintaining public trust remains as important as ever. Supporting self-regulation helps ensure the industry can continue to innovate while meeting community expectations and maintaining confidence in advertising.
The advertising levy may be a small contribution, but it plays an important role in supporting the long-term strength, credibility and effectiveness of Australian advertising.
Get in touch to learn how you can support advertising self-regulation here.