Australia's advertising code of ethics is now under review

By Mariam Cheik-Hussein | 10 September 2019

The Australian Association of National Advertisers (AANA) is holding a review of its Code of Ethics.

The review of the self-regulatory code is held every seven years, with the last review in 2012. The process will include a consultation period with submissions open until 18 October. A discussion paper is available here.

The AANA says the aim of this review is to update and, where necessary, develop the code to meet community “requirements and expectations”.

It will look at a range of areas such as the treatment of minors, portrayal of genders, use of sexual appeal and influencers.

“In recent years, we have evolved the definition of advertising, as technological and other advances have fundamentally changed the nature of commercial communication, to help ensure that the Codes apply to new forms of marketing, such as user generated content on brand websites and influencer marketing on social media platforms,” says CEO John Broome.

“We now want to canvas opinions as to whether the Codes have evolved sufficiently in their application to meet these new challenges.”

The industry body continually updates its code. In November last year it banned the portrayal of unrealistic body images.

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