The Advertising Standards Bureau (ASB)'s move to include PR complaints under its remit is a “theoretical challenge” not a practical one, according to CEO Fiona Jolly, as she looks ahead to next year.
In October, the Australian Association of National Advertisers (AANA) revised its definition of advertising to include relevant direct to consumer communications, of which PR is included. The change sees PR fall under the remit of the ASB from the start of next year.
While it's new for the self-regulatory watchdog, Jolly said she sees it as a “theoretical challenge, more than a practical challenge for us”.
“The key is we will go back to the definition of advertising every time: is this something which is promoting a product or service, is it something encouraging someone to buy a product and is it under the control of the advertiser? Jolly explained.
“There might be a bit more trust; relying on what the advertiser has told us as to whether this is something they have put out and if they have control over it.”
Jolly said this is likely to be the case with native advertising material, which toes the line between advertising and content.
However the AANA with the Interactive Advertising Bureau (IAB) teamed up in November to create guidelines around native advertising material, to ensure readers can distinguish between paid-for advertising and editorial.
The other 2016 focus for Jolly, who recently celebrated her tenth anniversary at the helm of the ASB, is promoting self-regulation in the APAC region and dealing with advertisers that are smaller businesses.
Jolly said as the remit of the ASB expands, it means the organisation is dealing with small to medium sized businesses, which often don’t have the same access to advertising professionals, to ensure they comply with codes.
“That has been more of a challenge for us because smaller businesses aren't as engaged in the industry as much and there are consequences which effect all advertisers when they do the wrong thing,” she said.
“We've had to do more work in building relationships and understanding with those advertisers that even though we're not a government body, we have a role and they need to listen to us.”
This year, the ASB has started to work more proactively with those advertisers, with activities including an online webinar with the NSW Chamber of Commerce. She said the ASB will be ramping up this type of training next year.
Jolly also is adamant that self-regulation is the best way forward for the advertising industry.
“The beauty of our system is we can respond to changing community standards – an advertisement that was ok 10 years ago won't necessarily be now.”
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