Advertising Standards Bureau - Review of Operations 2013 | Page 61
The Advertising Claims Board
The Advertising Claims Board is a
purpose-built alternative to expensive
litigation. It is a system of alternative
dispute resolution directed to
addressing and resolving challenges in
advertising that might otherwise lead
to litigation.
The Claims Board considers
complaints which breach
Section 1 of the AANA Code
of Ethics.
This includes complaints about:
•
the legality of an advertisement
•
misleading or deceptive advertisements
•
advertisements which contain
misrepresentations likely to harm a business
•
exploitation of community concerns in
relation to protecting the environment
•
misleading country-of-origin claims.
The benefits of the Claims Board and its
system of alternative dispute resolution
are that:
•
Review of Operations 2013
the process is less costly than litigation, with
the only cost being fees for the members
sitting on the Claims Board and legal and
administration costs of the ASB
•
Towards the end of 2013, the ASB made some
changes to the Claims Board process to make
its administration more efficient and to clarify
procedural steps for participants. The amended
Claims Board Procedural Guidelines are available
on the ASB website. The ASB will continue to
work to raise the profile of the Claims Board and
ensure that Advertisers are aware that this unique
form of alternative dispute resolution is available.
t
he process is concluded in a timely
manner (the Claims Board must make
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