Facebook to aid in funding AANA self-regulatory system

Facebook has agreed to help fund advertising self-regulation in Australia, joining The Australian Association of National Advertisers (AANA) self-regulatory system, which includes the operations of Ad Standards.

The AANA said that self-regulation will now be funded by the combination of the levy system, operated by the MFA on advertisers’ behalf, and direct funding from digital publishers and major media outlets.

AANA CEO John Broome said the decision by Facebook is a significant milestone as digital ad buying becomes more and more prominent. “When the AANA set-up the self-regulatory system over 20 years ago, virtually all advertising was in traditional media and made via media buying agencies.

“Advertisers supporting the self-regulatory system voluntarily pay a small levy on their media spend that is collected on their behalf by members of the Media Federation of Australia.

Broome says that in recent years more advertisers have been bypassing the current collection mechanism by paying publishers and digital platforms directly.

“At the same time, the increasing migration to digital has led to much more advertising content and hence a greater workload for Ad Standards.

“So, Facebook’s move to directly fund the self-regulatory system will help underpin its future financial sustainability.”

Facebook Australia and New Zealand’s managing director and vice president, Will Easton, said: “Australia’s self-regulatory system provides the public with a highly efficient and effective complaints handling service that is one hundred per cent funded by industry.

“We are committed to ensuring that we play an appropriate role in ensuring its funding now and in the future.”

Broome added the AANA is working on agreements with other digital platforms for the near future.

“We are in discussions with the other major digital platforms and media players to achieve a sustainable and equitable funding arrangement.

“I am pleased to say that those discussions are progressing very well, and I am confident that we will continue to evolve our funding model so that we maintain a world class self-regulatory system that meets the Australian community’s expectations.”


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