Advertising Standards Bureau - Review of Operations 2013 | Page 24

The overall level of financial support provided by
advertisers was slightly lower than the level of
the previous year, reflecting a reduction in overall
advertising expenditure across particularly the first
half of 2013.
As well as striving to increase levy income, ASB
has maintained a firm control of expenditure to
ensure that financial administration is prudent
and effective.

Beneficiaries/Stakeholders
The ASB is valued by the community as a
reputable, credible, trustworthy service
General community perceptions and opinions
tested during research conducted during
2013 indicated a significant majority (74%)
of respondents saw the work of the ASB
as important.
This research also indicates the majority of
community members (75%) would make a
complaint to the ASB if they were extremely
offended or concerned by an advertisement.
The research also indicated that the spontaneous
awareness of the ASB as a complaints
organisation continues to remain high at 63%.
Other results showed the community has a strong
agreement with each section of the Code of
Ethics, ranging from 81% to 86% agreement and
that the general public with no concern about
paid advertising standards significantly increased
from 59% in 2012 to 64% in 2013.
During 2013 the ASB continued to invite
complainants and advertisers feedback about
the advertising complaint adjudication process.
Response to the survey invitation was modest,
with just over 65 complainants and less than 10
advertisers completing the survey.

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The majority of complainants indicated a neutral
or positive degree of satisfaction with the overall
complaint adjudication process, the standard
of correspondence received, the timeliness of
the process, and the explanation of the Board’s
decision in the final case report. Respondents,
whose complaints were upheld, were satisfied
with the Board’s decision, but the majority of
respondents whose complaints were dismissed
were dissatisfied with the Board’s decision.
Feedback from complainants indicated a broad
range of concerns around matters such as the
limited scope of the advertiser Codes, the Board
not being able to fine or sanction advertisers, the
fact that a high number of complaints should
result in an ad being banned and that all specific
concerns raised by all complainants are not
addressed in final case reports.

Self-regulation system has effective
compliance outcomes
The overall high compliance rate with Board
determinations is encouraging and demonstrates
that the vast majority of advertisers take a
responsible approach and are willing to adhere
to community standards. Responsible advertisers
continue to comply with Board determinations at
an extremely high rate of more than 98 per cent.
In the year 2013 the ASB received fewer
complaints than in the previous seven years,
suggesting a greater knowledge of Code of Ethics
provisions and understanding of community
standards within the advertising industry and in
Australian businesses in general. In 2012 the ASB
received 3,640 complaints in total, but in 2013
only 2,773 complaints were received.
During 2013 a total of 8 cases were recorded
as Upheld – Not modified or discontinued.
Seven of these cases relate to complaints about
advertising and marketing communications on

vehicles owned by a Queensland based campervan
hire company. This company has a history of
complaints about slogans and wording on its
campervans along with a more recent history
of non-compliance in some, but not all cases.
Where an advertiser does not comply with the
Board’s decision the ASB has sought assistance
from industry bodies and Federal, State, and
Local Government authorities. In relation to this
company, Queensland authorities have responded
to ASB requests, explaining they do not have the
power to assist in removing the slogans that were
found to be offensive by the Board. This company
was highlighted by the ASB in its submission
to a Queensland Government inquiry as one
of the few which do not voluntarily apply or
comply with the self-regulation system’s Code
of Ethics. The ASB is continuing its work to
achieve compliance.
Including this company in compliance figures
takes the final compliance rate down from
previous years to about 98 per cent – without it
the compliance rate is well over 99 per cent.
In the case of the other two advertisements,
following confirmation from each advertiser
that they would not comply with the Board’s
decision, the ASB will continue to attempt
to reach agreement with the advertisers to
remove the offensive advertising and marketing
communications. As these cases relate to
advertisements that are not shown on third
party media (eg television, radio or newspaper)
there is no industry agency to assist the ASB in
achieving agreement.
The majority of non-compliance cases are small
and medium size businesses with local and own
premises signage. Expansion of ASB jurisdiction
to cover this form of advertising and marketing
communication presents challenges, but most
advertisers act responsibly and comply with
Board determinations.

Advertising Standards Bureau