Advertising Standards Bureau - Review of Operations 2013 | Page 20

Awarenes of the ASB

63%

62%

63%

67%

Awareness raising
10%

Regular research conducted by the ASB has
shown a higher level of awareness of the ASB and
its role in resolving complaints about advertising.
Since the ongoing research program began in
2006 the spontaneous awareness of ASB has
climbed dramatically from 10 per cent to hold
steady at around 64 per cent.

2013

2012

2010

2009

2006

The ASB has worked with industry and has
received support from industry in several public
awareness campaigns. The initial campaign which
served to launch the complaint service provided
by ASB in 1999, resulted in a large increase in
complaint numbers.

SE IST,
VI LENT OR

*@!#ING

FFENSIVE

WRITE TO US.

International Photographic Library

The ASB also instigated an ongoing proactive
media engagement strategy in 2007 which has
evolved in line with information distribution
practices. In addition to the media engagement
strategy, ASB creates community and industry
awareness through the ASB website (launched
2001, revised 2005, fully redesigned 2010), a
quarterly newsletter (since 2006), an electronic
bulletin (since 2009) and the Ad Standards blog
(launched 2012).

IF YOU FIND AN AD

Austral International

Work on a new public awareness campaign began
in the latter half of 2013. This campaign is due to
be released in early 2014.

The Photo Library

The next campaign was launched with television
radio and print ads in ASB’s tenth year of
operation (2008) and invited people to “Tell
someone who cares”. This campaign was extended
to outdoor advertising in 2011.

IF YOU FIND AN AD OFFENSIVE VISIT

ADSTANDARDS.COM.AU

The Advertising Standards Board has been set up to help maintain standards in advertising. So if
you find an ad overtly sexist, violent or in some way offensive you can bring it to the attention of
the Advertising Standards Board by writing to 97 Northbourne Avenue Turner ACT 2612. You can also
fax your complaint to [phone], or complain online at www.advertisingstandardsbureau.com.au
AANA2248/A

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Advertising Standards Bureau