The APEC advertising standards forum and mentoring workshop held as part of the APEC’s SOM3 meeting in Beijing on 8-9 August was successful in bringing participants from 16 APEC Economies together to discuss advertising standards and regulations. The experience and enthusiasm of all participants helped to make the event a success.
The APEC Action Agenda on advertising standards was approved by both the Committee for Trade and Investment (CTI) and the Senior Officials Meeting (SOM). At SOM the China’s Director General of Trade specifically thanked all economies and private partners for their contribution to this work and the SOM Chair, Vice Minister Li Baodong, also specifically stated this work as being endorsed in his summary of the SOM morning session.
Statistics for the most complained about ads so far in 2014 are in stark contrast to last year. In 2013 there were just 65 complaints about the year’s most complained about ad. Already in 2014 there have been five cases which have received well over 65 complaints.
The two most complained about ads this year were from the same campaign promoting sanitary products, with over 300 complaints between the two ads. In 2012 the most complained about ad, with 149 complaints, was from the same advertiser about a similar product.
All but one of the 10 most complained about ads were seen on TV, with only one internet ad making the list. This ad was part of the same campaign as one of the TV ads.
The Advertising Standards Board has dismissed complaints about each of the 10 most complained about advertisements.
Most complained about ads January to June 2014
0069/14 Johnson & Johnson Pacific Pty Ltd
TV ad highlighting embarrassing menstrual experiences.
Dismissed. Number of complaints: 185
0087/14 Johnson & Johnson Pacific Pty Ltd
TV ad highlighting different embarrassing menstrual experiences.
Dismissed. Number of complaints: 146
TV ad depicting a series of Australian characters within a scene reminiscent of the historical work of art created by Leonardo Da Vinci’s Last supper.
Dismissed. Number of complaints: 117
0014/14 Meat and Livestock Australia
TV ad featuring Sam Kekovich promoting the consumption of lamb on Australia Day.
Dismissed. Number of complaints: 80
0068/14 Sportingbet Australia Pty Ltd
TV ad showing Shane Warne facing his fear of spiders as part of a $5000 bet.
Dismissed. Number of complaints: 59
0052/14 Beiersdorf Aust Ltd
TV ad for deodorant depicting a stressed man lying on the couch while his wife is full of energy.
Dismissed. Number of complaints: 52
0013/14 Meat and Livestock Australia
Internet ad featuring Sam Kekovich promoting the consumption of lamb on Australia Day.
Dismissed. Number of complaints: 41
0146/14 St Johns Ambulance WA
TV ad showing a mother unable to save her drowning child.
Dismissed. Number of complaints: 34
0135/14 Beiersdorf Aust Ltd
TV ad showing a woman in the shower using body wash.
Dismissed. Number of complaints: 22
0201/14 Ultra Tune Australia
TV ad showing two women wearing rubber outfits visiting a workshop to look at tyres.
Dismissed. Number of complaints 20
Stats cover the 2,773 complaints received by Ad Standards in 2013, a decrease from the 3,640 in 2012. This is the lowest amount since 2007 (2,602 complaints). From the complaints received in 2013 the Board considered 409 advertisements with an additional 17 withdrawn by advertisers before Board consideration. Of the 409 advertisements considered, 61 of these advertisements were found to be in breach of the Code.
Last year was Ad Standards’ 15th year of operation. During the 15 years Ad Standards has received a total of 43,570 complaints. The number of cases dealt with in that time totals 7,042. Of all cases considered since operations began, the Board has found just over seven per cent to breach the Code.
Representatives from industry, Government and the community joined with international speakers to discuss the different methods used in countries around the world in achieving best practice in advertising self-regulation.
The luncheon covered information about the benefits of advertising self-regulation, developments and issues facing advertising standards and controls in different parts of the world. In Australia alcohol advertising, advertising to children, outdoor advertising and online advertising are all issues facing advertisers and self-regulation bodies. These are also issues that face advertisers in the Asia Pacific region and around the world.
Highlighted by all speakers was the need to share information and experiences to assist other countries in continuing to meet best practice principles, to improve existing systems, better address emerging policy issues, and to assist countries in establishing effective advertising self-regulation systems.
The work of European Advertising Standards Alliance (EASA) in developing and coordinating advertising best practice recommendations which self-regulatory member organisations are encouraged to implement was also discussed. EASA is the key organisation regarding advertising self-regulation in Europe and beyond. It promotes high ethical standards in commercial communications through effective self-regulation and provides ongoing support to member self-regulation organisations. In 2006 ASB joined the European Advertising Standards Alliance (EASA) to ensure access to an appropriate best practice model for advertising complaint resolution.
The ad, being broadcast on TV and online, highlights that all ad complaints will be given a fair hearing by the Board, which is made up of diverse community members.
The campaign hopes to raise awareness of the role of Ad Standards and the Board, as well as highlighting to people how easy it is to lodge a complaint online.
Take a look at the ad:
Several members of the Board feature in the ad. We thank Board members Graham, Karen, Maria, Paula and Peter for their involvement in our campaign.
Ad Standards also appreciates the assistance provided by our Bureau Board Chairman, Ian Alwill, and Bureau Board Director John McLaren, as well as the creative input of Rob Palmer (The Palmer Agency) and Bill Mulham (Flicks Australia). The support of television networks is also helping to spread the message around Australia that Board members are people from the community, not advertisers or industry representatives.
Gambling operators, like any other industry, have the right to advertise their products. However just like every other industry their advertisements cannot breach the Australian Association of National Advertisers Code of Ethics. In particular they cannot advertise in a way that breaches section 2.6 of the Code which states that Advertising and marketing communications shall not depict material contrary to prevailing community standards on health and safety.
This is the part of the code that the Advertising Standards Board will look at when the ASB receives complaints about gambling advertisements. While the Board cannot look at the placement or frequency of advertisements, they can look at the messages shown in the advertisement. The Board has found that any advertisement that encourages excessive gambling, or that may make gambling attractive to children, will be found to breach the Code on the grounds that it goes against the prevailing community standards around what constitutes safe gambling.
The ASB will look at any gambling advertisement that receives a complaint, including online, in an app or on social media. So it is important for advertisers to consider whether their advertisement breaches the Code in all forms of advertising. In addition to the Code, additional restrictions on gambling advertising exist for television and radio broadcast.
In recent years there has been growing community concern over gambling advertising, particularly during sporting events. In response to this concern, and to deflect calls for direct Government regulation, the broadcasting industry reacted with the FreeTV, The Australian Subscription Television and Radio Association and Commercial Radio Australia Codes of Practice have imposed limitations on discussing gambling odds during commentary. Under these codes gambling advertisements must also be clearly identified as such.
A new Ad Standards public awareness campaign is due to be released in February 2014 with the aim to raise awareness of the people (the Board) who consider complaints received by the Ad Standards Bureau.
The new advertisement, which will be broadcast on TV and online, will show how quick and easy it is to use the online complaints system, but also highlights that all complaints are given a fair hearing and serious consideration by a Board made up of diverse community members.
Recent research has indicated that spontaneous awareness of Ad Standards as a complaints organisation continues to remain high, but that not everyone understands that there is a Board made up of people independent of the advertising industry. Ad Standards hopes to increase this level of awareness, while also highlighting the ease of using the complaints system and that all complaints are given careful consideration.
Several members of the Ad Standards Board feature in the ad. We thank Board members Graham, Karen, Maria, Paula and Peter for their involvement in our campaign.
Ad Standards also appreciates the assistance provided by our Bureau Board Chairman, Ian Alwill, and Bureau Board Director John McLaren, as well as the creative input of Rob Palmer (The Palmer Agency) and Bill Mulham (Flicks Australia).
In late 2013, the ASB commissioned research to explore community attitudes on the use of sexual appeal in an exploitative and degrading manner in advertising. The ASB has released a fact sheet detailing the main findings of this research report.
The 2013 research also indicated that the community had a high awareness of the ASB and recognised the importance of the work of the ASB.
‘It is important to continually assess community attitudes as these may change over time, and we need to ensure Board decisions reflect these changes in community views. The strong alignment between Board decisions and community opinions found in the 2013 research report is a positive sign demonstrating the Board is in touch with the views of the community in this sensitive area of how people, particularly women are used in advertising,’ ASB CEO, Ms Fiona Jolly said.
The full research report into sexual appeal in an exploitative and degrading manner in advertising will be made available in coming weeks through the ASB website.
The most complained about ad in 2013 was a television ad featuring a mouth detaching itself from its owner resulting in 66 complaints, with the second most complained about ad being a television ad featuring adults with children’s heads at 42 complaints.
This year’s most complained about ads raise a broader range of issues than in previous years, although complaint numbers about individual ads are lower. “In recent years there have been advertisements which have resulted in up to 220 complaints. Last year’s most complained about ad received more than double the complaints than this year’s number one,” ASB CEO Fiona Jolly said.
Ms Jolly discusses these advertisements further in a TV interview.
Regional Advertising standards about to take an exciting leap forward
Advertising is an important influence on economic growth in the APEC region and greater alignment in advertising standards across the APEC region are becoming more likely following important work progressing in APEC. In early October 2013 APEC Leaders announced that they are ‘looking forward to the progression of work on advertising standards’ for 2014. This effectively endorses the work that has been accomplished in the last year on establishing greater consistency in the application of advertising regulatory frameworks in the region. The Leaders’ statement has placed advertising standards firmly on industry’s agenda for 2014, China’s year of APEC leadership.
With the support of APEC leaders recently announced, the Advertising Standards Bureau Australia (ASBA) and its international partners are now working to identify the next steps. APEC will soon finalise a project on identifying gaps in the advertising system and standards in the region. From there APEC members will take action to use the resources of existing systems, such as those in Australia, New Zealand, Malaysia, Canada and others, to provide capacity building training and development to bring the systems and standards in all APEC economies to a level that will best benefit all communities.
The International Chamber of Commerce and the ASB continue to work together to promote the development of regional advertising standards as a 2014 priority. Keep watching the ASB website for updates and for information.