AANA in major review of its Code of Ethics

The Australian Association of National Advertisers has launched the first comprehensive review of its Code of Ethics in almost 13 years.  

The peak body representing advertisers said the review would include an open public consultation expected to start in July, with a discussion paper to be made available.

Since 2004, minor changes to the Code have included the adoption of the Advertising to Children Code. The definition of advertising was also amended to “advertising and marketing communications”.

Scott McClellan, AANA chief executive, said: “The Code of Ethics is referenced extensively by advertisers, their agencies and the media, as well as being acknowledged by the community as setting the standard for ethical behaviour in marketing communication.

“The review will identify the need for Guidance or Practice Notes to assist advertisers, their agencies and other suppliers, and the Advertising Standards Board in applying and interpreting the codes.”

The Communications Council, the body that represents marketing communications agencies, said it planned to make submissions to the review.

The Council’s recently appointed chief executive, Daniel Leesong, added: “It is essential our advertising communications are in step with community expectations and this review provides a timely opportunity to make sure self-regulation is operating as efficiently as possible.”

AANA will appoint an independent expert to conduct the review.

The final report and a revised Code of Ethics is expected to be submitted to the AANA Board before the end of the year.


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