Ad Standards copy advice service launches

Advertisers in Australia are set to benefit from the new advertising copy advice service now available through Ad Standards.

For some years, Ad Standards has been considering the introduction of a service to the advertising industry, to provide advice on proposed advertising material. This new advisory service has been developed to provide advice in advance of broadcast or publication.

“Advertisers want to do the right thing and ensure their advertising material complies with the Codes. The new copy advice service aims to improve industry understanding of the various Codes regulating advertising content, and thereby to reduce the broadcast or publication of material which offends the community,” Ms Fiona Jolly, Chief Executive Officer of Ad Standards said.

Advertisers, including small and medium businesses, creative agencies and the media will be able to access the new online service to request copy advice on their advertising material from the early stages of campaign development.

“The AANA Code of Ethics and other Codes apply to advertising in all media, and so advertisers will be able to obtain advice about their advertising campaigns across all media – from print to outdoor, radio, cinema, internet, social media or television,” Ms Jolly said.

Several industry bodies, such as the Outdoor Media Association (OMA) and the Australian Association of National Advertisers (AANA), already provide a copy advice service to members. The new service from Ad Standards will complement these services and in particular aims to provide advice to businesses which are not already connected with industry associations.

Creative concepts, imagery, copy or campaigns can be submitted for advice through the Ad Standards website. The fee will depend on the complexity of the advice requested, starting from $110.

Ad Standards will provide confidential advice identifying potential issues and offer guidance on ways to bring non-complying material in line with the Codes.  The advice received will not impact upon decisions of the Ad Standards Community Panel, which will still make decisions regarding advertisements which have been the subject of complaints.

Up to the end of March 2018, Ad Standards has received over 2500 community complaints about advertising. The new copy advice service aims to assist advertisers to increase their understanding of the AANA Code of Ethics and other industry Codes administered by Ad Standards, and also to reduce the risk of having an advertisement deemed in breach of the AANA Code of Ethics.