This information provides a general overview of Ad Standards Community Panel determinations on complaints about distinguishable advertising.
It is designed to assist the advertising industry, the self-regulatory body, consumers and others interested in ensuring that advertising does not breach the AANA Code of Ethics or community standards regarding distinguishable advertising.
It is not a “how to” guide, nor does it cover all situations which require care in understanding elements of distinguishable advertising.
Relevant section of the AANA Code of Ethics
2.7 Advertising shall be clearly distinguishable as such.
Level of community concern
Community concern about distinguishable advertising has been reflected in complaints to Ad Standards.
In 2020 distinguishable advertising accounted for 0.45 per cent of complaints to Ad Standards.
Ad Standards commissioned research into this issue and published a comprehensive research report on the matter in 2018.
There are a number of articles available on the website to help advertisers understand the rules around disclosure in advertising content:
- A how-to guide on disclosure in advertising content.
- The importance of clear disclosure in social media content.
For more information see the AANA Code of Ethics Practice Note: Clearly Distinguishable Advertising.