With the ubiquity of advertising, with things like King Kong advertising review being commonplace, the Australian advertising industry has decided to open their code of ethics for a full review and consultation.
Australian Association of National Advertisers (AANA) CEO John Broome recently explained the move, saying that the association has changed their official definition of advertising in order to stay updated with advances in technology and other fields. He stated that to ensure that the codes apply to the newest forms of marketing, covering things like user generated content on brand sites and the like, as well as influencer marketing on social media, which has been growing rapidly in the past few years.
AANA’s overarching self-regulatory code is designed with the goal of making sure that ensure ads and other forms of marketing are decent, ethical, legal, and, truthful, and are up to par when compared to the standards of the advertising industry at large. It’ll cover any material that advertisers have any sort of reasonable degree of control over, and will cover to all media and digital platform.
With the ever growing popularity of online reviews like King Kong advertising review, and new forms of marketing, Broom stated that they want to get opinions as to whether or not the AANA’s code of ethics has sufficiently evolved in their application and scope to meet with the new challenges in the industry. On top of that, he says, they’re looking to see if the codes properly reflect contemporary community standards and concerns when it comes to concerns like gender portrayal, treatment of minors, sexual appeal in advertising, as well as the treatment of other groups.
The process has already started, with the AANA having released a discussion paper for its stakeholders.
Notably, this review comes following the recent AANA chair appointment of Martin Brown, Nestle Oceania’s Director of Ebusiness, Strategy and Marketing. Brown replaced Matt Tapper, Lion’s Managing Director of Global Markets.
Other recent appointments included Aisling Finch; Google’s Director of Marketing, Martine Jager; Westpac Chief Digital and Marketing Officer, and Tegan Flanagan; Lion’s External Relations and Corporate Communications Director.