Advertising Standards Bureau Review of Operations 2014 | Page 19

adjudication process. The survey seeks opinions
about 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.
Results from those responding to the survey
continue to indicate that people whose complaint
was upheld (advertisement found to breach
the Code) were more highly satisfied with the
system and processes followed than those whose
complaints were dismissed.
Feedback from complainants indicated a broad
range of concerns around matters such as the
limited scope of the advertiser Codes, that
decisions of the Board do not reflect community
standards and that all specific concerns raised
by all complainants are not addressed in final
case reports.
Recruitment of new Board members occurred
during 2014. A public recruitment and interview
process was conducted, with a high calibre
field making it possible to appoint a group of
people representative of the diversity of the
Australian community.

The number of community members subscribing
to ASB information services such as the bulletin
and Twitter feed continues to grow, with
interaction with the ASB blog also highlighting
community attitudes about issues relating to
advertising in general and about ASB operations.
Work on a project to redevelop the ASB website
began in the latter part of 2014. The project
includes aspects which will provide users with
better accessibility options, improved site search
function, mobile compatibility, access to an RSS
feed and integrated social media. The project will
continue in 2015.
The increase in complaint numbers and number
of advertisements complained about between
2013 (442) and 2014, is partly attributable to the
success of a new ASB awareness campaign, People
like you, launched on television in early March
2014. In addition to raising awareness of the role
and composition of the Advertising Standards
Board, the awareness campaign highlighted how
easy it is to lodge a complaint online.

“The reasoning behind your decision was
explained thoroughly. Though I feel it was not
a fair and thorough judgement.”
Female aged 19-29
Complaint Dismissed

“I wasn’t aware that this would be addressed in
such depth. This is truly fantastic that the ASB
has put together a great summary of the issues
at hand and action was taken! Brilliant!”
Male aged 19-29
Complaint Upheld

“I felt that the reasons for dismissal of my
complaint were lame and unjustified. My
complaint was about an advertisement that
was seen as highly offensive by myself and my
immediate family.”
Male 40-54,
Complaint Dismissed

New and continuing members of the Advertising Standards Board.

Review of Operations 2014

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