Advertising Standards Bureau (Australia)
| Abbreviation | ASB |
|---|---|
|
Region served
|
Australia |
| Website | http://www.adstandards.com.au/ |
The Advertising Standards Bureau (ASB) manages the complaint resolution process of the advertising self-regulation system in Australia.
The Bureau functions as secretariat for the Advertising Standards Board and the Advertising Claims Board – the two independent bodies were established to determine consumer and competitive complaints against the advertising self-regulatory Codes.
The advertising self-regulation system is funded by a levy on advertising in Australia.
The Advertising Standards Bureau (ASB) was established in 1998 by the Advertising industry to regulate complaints about advertising in Australia.
The ASB originally only considered complaints under the Australian Association of National Advertisers (AANA) Code of Ethics. The remit of the ASB has since expanded to administering a range of Codes and Initiatives.
In 2006 ASB joined the European Advertising Standards Alliance (EASA) to ensure access to an appropriate best practice model for advertising complaint resolution. The Advertising Standards Bureau complies absolutely with the European Advertising Standards Alliance (EASA) Best Practice Principles.
The ASB receives thousands of complaints every year. In 2015 the ASB received more than 4000 complaints about 450 different advertisements, 70 of which were found to be in breach of advertising standards.
The most common issues which people raise in complaints are around sex, sexuality and nudity and discrimination.
The most complained about advertisement looked at by ASB was Meat and Livestock Australia’s 2016 Australia Day ad which received over 500 complaints.
The majority of complaints against advertisements are dismissed, with less than 100 ads each year found to breach advertising standards.
The ASB considers complaints about all advertising or marketing material across all mediums in Australia.
The ASB will accept a complaint if it falls under any of the Codes and Initiatives it administers.
The ASB administers a range of Codes for the Australian Association of National Advertisers, including:
The ASB also administers Codes for the Australian Food and Grocery Council (AFGC), including:
The ASB also administers the Voluntary Code of Practice for Motor Vehicle Advertising for the Federal Chamber of Automotive Industries.
The ASB collects complaints for the Alcoholic Beverages Advertising Code Scheme’s Responsible Alcohol Marketing Code, however adjudication under this Code is made by the ABAC Adjudication Panel.
Members of the public can make complaints about any advertising in writing to the ASB, either through their website, by fax or post.
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