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:
| Summary | Case 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 – 2022, 2022 |
Examples of ads found not in breach of Section 2.7 of the Code of Ethics:
| Summary | Case 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 – 2022, 2022, 2022 ASIC Oceania – 2022 Global Ballooning Australia – 2022 Osmo – 2022 James Cosmetics – 2022 Bakers Delight Holdings Pty Ltd – 2022 The Collagen Co. – 2022 |