Australians are quick to call out ads that appear dangerous, reckless or send the wrong message to children, according to data by the Ad Standards Review of Operations.
In response, Australian Association of National Advertisers (AANA) has launched a public review of its Code of Ethics.
Updated every five years, the code promotes responsible advertising in Australia and ensures standards evolve with community expectations.
“Australians look to advertising to entertain and inspire – but never at the expense of health and safety,” said AANA CEO Josh Faulks.
“This review is about making sure our standards keep pace with what the community expects.”
Health and safety concerns made up 15 per cent of all complaints in 2024, putting risky stunts and reckless behaviour among the top issues concerning viewers, alongside sexual imagery and violence.
The Code of Ethics covers issues from safety and body image to violence, nudity, gender portrayal, and language.
It applies across every media platform, ensuring a consistent national standard no matter where, when or how an ad appears.
The advertising self-regulatory system is independent, transparent, and operates at no cost to government or the public, with complaints handled by Ad Standards’ Community Panel – a group of Australians making decisions that reflect community values.
The review is seeking public feedback on all aspects of the Code, including whether further alignment with Australian Consumer Law and international best practice is needed.
Submissions are open until 5pm, Friday ,January 16, and can be sent via email to aanasubmissions@aana.com.au.
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