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OMA launches school mapping tool to prevent promotion of alcohol to minors

The Outdoor Media Association (OMA) will switch on a tool to ensure advertisements related to products like alcohol do not appear near primary and secondary schools.

Measurement of Outdoor Visibility and Exposure (MOVE)’s newest tool compares the GPS location of an outdoor sign with PSMA data to ensure all campaigns within 150 metres of a school are 100% compliant and brand safe.

The new tool is being presented to brands and agencies

It is currently being presented to alcohol clients and agencies across Australia. The policy does not apply to advertising on public transport or when there is a pub located between the sign and a school.

Charmaine Moldrich, CEO of the OMA and MOVE, said while out-of-home advertising is a “safe channel” for marketers, it is important to ensure all of their out-of-home advertising is in places it should be.

“However, because of the nature of its visibility, ubiquity, and reach, it’s important we do all we can for our clients to ensure that their OOH advertising keeps their brands safe,” Moldrich said.

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