Self Regulation
The aim of self-regulation is to maintain high advertising standards and ensure consumer trust and protection for the benefit of all of the community.
Australia 's advertising self-regulatory system is managed by the Advertising Standards Bureau ACN 084 452 666 and is funded voluntarily by the industry through the Australian Advertising Standards Council. The system recognises that advertisers share a common interest in promoting consumer confidence in and respect for general standards of advertising.
Advertising self-regulation came into operation following the 1996 decision of the Media Council of Australia to disband its system of advertising codes and regulation, including the Advertising Standards Council. Resulting from extensive consultation with industry, government and consumer representatives, it fulfils a longstanding AANA commitment to develop a more effective system of self-regulation for the advertising industry.
Self-regulation of the advertising industry has been achieved by establishing a set of rules and principles of best practice to which the industry voluntarily agrees to be bound. These rules are expressed in a number of Codes (the AANA Advertiser Code of Ethics, The Advertising to Children Code) and are premised on the basis that advertisements should be legal, decent, honest and truthful, prepared with a sense of social responsibility to the consumer and society as a whole and with due respect to the rules of fair competition.
Self-regulation has proven to be the best method of responding quickly, efficiently, and effectively to consumers' concerns about advertising.
It ensures consumer protection by providing a free and fast route for the individual consumer to express their views about advertising and to have an impartial body. The Advertising Standards Bureau processes and adjudicates on the advertisements following consultation with the advertisers.
It also plays an important part in educating the advertising business and preventing breaches of the codes. It enables brands to compete on a level playing field to the benefit of the consumer. Through self-regulation advertisers are able to actively, continuously, and responsibly engage with consumers.