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 2018 distinguishable advertising accounted for 0.41 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.
This included the following checklist to help determine what is clearly distinguishable advertising:
For more information see the AANA Code of Ethics Practice Note: Clearly Distinguishable Advertising.