Advertising Standards Bureau - Review of Operations 2013 | Page 12

CEO’s report
ASB celebrated 15 years of operation
in 2013. We are a relatively youthful
self-regulatory organisation in
comparison with many of our
international counterparts – with
the Advertising Standards Authority
of New Zealand having celebrated
its 40th year, and the ASA UK
celebrating its 50th year. I am very
proud however of the achievements
that our organisation has made – and
continues to make – in our pursuit
of an advertising self-regulatory
system that exceeds best practice
and meets the needs of all of the
Australian community.
The total number of complaints received by ASB
dropped to their lowest since 2007. Why? There
are a number of possible reasons for a drop in
complaints.
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A
long federal election campaign fills media
with election advertising (which is not subject
to ASB consideration) reduces commercial
advertising for a period,
P
erhaps advertisements are less offensive in
2013 - certainly a figure of 66 complaints
being the most complained about
advertisement for the year indicates that there
were not as many controversial campaigns
during the period,
L
ack of awareness of ASB as the place to
complain is not a factor (with awareness rates
confirmed again in 2013 at 63 per cent) – but
a continued high level of ‘can’t be bothered’
needs to be addressed. Our proposed
education campaign in 2014 will hopefully go
some way to address this potential issue,

•

P
erhaps the increase in online advertising
and in particular a rise of social media (up to
just over 10 per cent of complaints) suggests
that the community (or high social media use
sector of the community anyway) are more
likely to raise concerns about advertising or
marketing with the advertiser directly using
that media?

Whatever the reason – a consideration as we
go into 2014-15 is for ASB is to ensure that we
continue to be providing a relevant service to
industry, government and the community.
A highlight for 2013 was the community
standards research into the Board’s application
of section 2.2 of the Code. Introduced in 2012
by AANA, this provision provides an important
expansion of the Code to prevent the use of sexual
appeal in an exploitative and degrading manner.
The research confirms the importance of the
provision and confirms that the Board is applying
the Code in line with community views.
Best practice awards from EASA (two in 2013)
for our work on complaints handling in the social

media environment and our work in mentoring
and assisting the growth of self-regulation with
our Asia Pacific neighbours, are celebrated. But of
most importance to us is the continued support
we receive from the Australian community –
advertisers, government and real people – for our
work in maintaining high advertising standards.
Thank you to all those who support ASB in all
areas of our work. Thank you especially to our
small team in Canberra who keep on smiling!
Fiona Jolly

Advertising Standards Bureau