05 Our contribution
ADVERTISING CONTENT POLICY
AND CONCEPT ADVISORY SERVICE
OMA’s Concept Advisory Service offers
advertisers and creative agencies free
advice at the early stage of a campaign’s
development as to the suitability of
content for Out of Home (OOH)
advertising.
The OMA Code of Ethics states that OMA
members cannot endorse the display of
an advertisement that is likely to breach
the AANA Code of Ethics. Our Concept
Advisory Service helps to eliminate the
likelihood of a breach by gauging
BEFORE
AFTER – BOXER SHORTS ADDED
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content and determining whether
the proposed advertisement:
— — Is discriminatory, uses sexual appeal
inappropriately, or does not adhere
to public safety standards
— — Contains violence that cannot
be justified in its context
— — Uses language suitable for
a broad audience.
In 2017, the OMA pre-vetted 169 pieces
of advertising creative submitted by
members, rejecting 14 and proposing
modifications to 32 of these
advertisements (almost 20% of all those
received). Once members seek the
OMA’s advice on content, they must
comply with it.
Here we can see the OMA’s Concept
Advisory Service at work with the
before and after of OOH advertising
artwork as a result of having gone
through a review.