Distinguishable advertising

Audiences should be able to easily recognise advertising content. Ads should never be disguised as news, independent reviews, private blogs or user-generated content.

Section 2.7 of the AANA Code of Ethics states:

2.7 Advertising shall be clearly distinguishable as such.

This applies to all forms of advertising but is particularly relevant to social media where advertising often appears alongside organic user-generated content.

For more detail and guidance on distinguishable advertising read the AANA Code of Ethics Practice Note: Clearly Distinguishable Advertising. If you are unsure of what counts as advertising, visit our ‘What is advertising’ page.

Visit our education page to learn more or view a case study for distinguishable advertising here.

Examples of previous decisions

Examples of ads found in breach of Section 2.7 of the Code of Ethics:

SummaryCase examples
Social media posts which fail to clearly disclose a commercial arrangement between an influencer and an advertiser.Emma Mattresses – 2023
Shona Joy – 2023
Esmi – 2022
Coles – 2022
La Mer – 2022
LSKD Pty Ltd – 2022
Paradise Resort – 2022
Global Ballooning Australia – 2022
Steph Pase Planners – 2022
Lounge Underwear – 2022, 2022
Luniva Collection – 2022
Cygnett – 2022
Thermomix Australia – 20222022

Examples of ads found not in breach of Section 2.7 of the Code of Ethics:

SummaryCase examples
Where a product or brand is clearly shown as sponsoring a television show or segment.Carlton and United Breweries – 2021
Even if an ad is not initially clearly advertising, if the brand or relationship is then clearly disclosed it will be seen to be clearly distinguishable.Thermomix Australia – 2022
Supernova Lighting – 2021
Aldi – 2021
Clear disclosure of a commercial arrangement between an advertiser and an influencer in a social media post.OCAM – 2022
Tourism Australia – 2021
La’Bang Body – 2021
Sarah’s Day – 2021
Crown Melbourne Limited – 2021
Social media posts where an advertiser or product is not clearly identified, the audience’s attention isn’t draw to the product or advertiser, and there is no clear indication that the advertiser has any involvement with, or control over the post.Tuchuzy – 2021
Jacquemus – 2021
A social media post that features elements which clearly identify it as an ad such as multiple references to the brand, indications of where the product can be purchased and/or a discount code.The Iconic – 2022, 2022, 2022
Natio – 2022
Brand USA – 2022
Hanes Brands – 2022
Treasury Wines Estates – 202220222022
ASIC Oceania – 2022
Global Ballooning Australia – 2022
Osmo – 2022
James Cosmetics – 2022
Bakers Delight Holdings Pty Ltd – 2022
The Collagen Co. – 2022

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