Advertising Standards Bureau Review of Operations 2014 | Page 13

Chairman’s report
The many parts of the
advertising industry working
together to ensure the success
of the self‑regulation system
was demonstrated in our work
over 2013-2014 to secure the
ongoing financial security of
this system.
As always the support of industry through
cooperation and payment of levy continues to be
a vital component to the effective administration
and continued improvement of the advertising
self-regulation system as a whole. In April 2014,
the levy was increased to .05% ($500 per $1m
of media buying), which is the first increase
since the current system of self-regulation was
set up in 1998. The successful implementation
of this increase occurred due to the assistance
and support from the Australian Association of
National Advertisers and the Media Federation
of Australia.
Another priority for 2014 was building public
awareness in the Australian community of
the Advertising Standards Bureau and the
accessibility and independence of its complaints
process, and the Advertising Standards Board and
its members. With grateful assistance of Flicks
Australia a new television advertisement was
developed. This advertisement was well received
in the community thanks also to the support
of our television partners who broadcast the

Review of Operations 2014

advertisement at no cost to the ASB. In addition
our communications and interaction with the
community continue to increase with successful
although modest use of social media. While
not directly linked to the television campaign,
the highest ever number of complaints received
by ASB in 2014 does demonstrate increased
awareness and use of the self-regulation system.
The ASB continues to work with international
partners to on advancing the role of selfregulation bodies in advertising. To this end we
were delighted to receive news of the APEC
Leaders Declaration supporting an ‘Action
Agenda on Advertising Standards and Practice
De velopment to promote alignment of advertising
standards’ throughout the Asia-Pacific region.

Reviewers Ms Victoria Rubensohn AM and
Dr Dennis Pearce AO. Although only a small
number of review applications were considered
during 2014, this can in part be attributed to the

feedback provided by Independent Reviewers and
the consequential improvement in the robustness
of Board decisions.
I also want to express my appreciation to the
Bureau Board of Directors who voluntarily and
willingly offer their time to assist with corporate
and strategic matters. Their diligence and skills
combine to ensure the ASB meets its objectives.
Ian Alwill

Grateful thanks to the small team at the ASB
who demonstrated their ability to meet challenges
after managing the highest ever number of
complaints during 2014. The myriad of roles taken
on by the ASB involves work with community,
industry, government and international bodies, as
well as management of a world-class complaints
management system.
The Advertising Standards Board also has my
continued appreciation and respect. Their work
has been exemplary and, as always, difficult. It was
a pleasure to welcome six new members to the
Board, and an honour to thank and farewell other
long-serving Board members who retired in 2014.
Thank you also to the ASB’s Independent

11