Mumbrella hangout with Ad Standards Bureau CEO Fiona Jolly

Ad Standards Bureau (ASB) CEO Fiona Jolly joined Mumbrella for a video hangout where she talked about a number of issues affecting the advertising regulator, and the question of whether self-regulation is strong enough for the industry to adhere to community standards.

Part of the industry’s self-regulation system, the ASB exists “so that that the community, industry and government have confidence in, and respect the advertising self-regulatory system and are assured that the general standards of advertising are in line with community values”, the ASB’s website asserts.

During the hangourt Jolly covered a range of topics including the scope and remit of the ASB, why certain ads or parts of ads are deemed offensive while others aren’t, how the board comes to make decisions, and whether the board needs more regulatory teeth to tackle advertisers which do not adhere to their rulings.

Recently the ASB has been under pressure from groups including Collective Shout which argues self-regulation isn’t working, as well as some large advertisers which have had ads ruled against and those not complying with its findings.

Jolly talked about Wicked Campers, which has had 14 upheld complaints against them this year alone yet continue to ignore the ASB’s rulings, saying the board is working with the Queensland Government to put in place “regulatory backstops” to go after advertisers who will not adhere to the rulings.

She also explained how the board can rule on the content of an outdoor ad, but not where it is placed.

Jolly was interviewed in the studio by Alex Hayes, with Steve Jones taking questions via the comment thread and social media.


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