Ad Standards going nude – no acronyms just bare facts about what we do
Risking the wrath of acronym lovers everywhere, Ad Standards is rebranding with a focus on building a clear understanding of its work and that of the complaints handling bodies it manages.
“Our brand focus is on clear titles and our ability to listen to all voices with an opinion on advertising standards. The re-titling of the separate elements which make up Ad Standards will make our role more obvious to advertisers, the community, governments and media – we are telling it how it is,” Mr David Scribner, Chair of Ad Standards said.
He said the new logo - a simple visual of a speech/quote mark – aims to reinforce Ad Standards’ role of being a forum for discussion about community standards, of giving all stakeholders a voice and a place where their voices are heard on the subject of advertising content.
“As a result of research and branding consultations, we are taking away the confusion about what Ad Standards does and what the previously titled Boards do,” Ms Fiona Jolly, Chief Executive Officer of Ad Standards said.
Gone is the Advertising Standards Bureau – simplified to Ad Standards – no acronym required.
Ms Jolly said the previously titled Advertising Standards Board is a panel of community members so it has been re-titled the Community Panel. Similarly, the previously titled Advertising Claims Board is made up of people with advertising and communications law expertise adjudicating on competitor complaints and will now be known as the Industry Jury.
“Ad Standards is the administrator of the complaints system and secretariat for the Community Panel and Industry Jury, with the only Board left being the governance body, the Ad Standards Board of Directors. Much easier to understand and no risk of confusion or acronym muddles,” Ms Jolly said.
She said each element of the organisation will continue its work as before. The Ad Standards Board of Directors will continue to make decisions about policy and governance issues. Ad Standards will continue to administer and operate a highly effective advertising complaint management system. The Community Panel will continue to make determinations about ad complaints from the community it represents, and the Industry Jury will continue to make adjudications about competitor complaints.
“While naming conventions will change, the core function of what we do - working with the community, government and advertisers, to ensure advertising in Australia meets community standards – is our continued focus,” Ms Jolly said.
The rebrand will officially be launched on 1 March.