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CEO’s Report A desire to ensure we can objectively meet community expectations drives much of our work. As such, it is always humbling to read reports and letters from people who are dissatisfied with advertising self regulation, but frustrating to read misinformation about the advertising self regulation system in documents, such as submissions to Parliamentary Inquiries. Dealing with these issues was our welcome to 2011. Back on deck on 4 January 2011 and ASB launched into preparing submissions and representations to two Parliamentary Inquiries looking into self regulation and advertising. ASB worked closely with industry and media partners to ensure a comprehensive, statistically solid case was presented to both the House of Representatives and Senate Committees about the effectiveness of advertising self regulation in Australia. After months of submission writing, meetings with MPs and Senators and appearances before both Committees, we were rewarded with endorsement of the advertising self regulation system – although given some pointers for improvement. Continuous improvement has been a feature of ASB operations and strategy since 2005. Some of the recommendations from the Inquiries relate to matters ASB was already progressing, some we implemented

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during 2011 and we are considering the cost implications of others. A fantastic result from our close work with, in particular, the Outdoor Media Association, was provision of $1.7million worth of outdoor advertising space by OMA members. Thanks also to George Patterson Y&R for their creative contribution. Our ‘Pink Lady’ advertisement was displayed across a myriad of outdoor advertising locations. Designed to raise awareness of the role and existence of ASB, our sincere thanks goes to the very generous OMA members. Also following our close collaboration and experiences with the Parliamentary Committees were seminars, run in conjunction with OMA and the AANA, to OMA members around Australia about advertising standards and self regulation. We are confident that these two strategies will lead to fewer complaints about outdoor advertising on third party sites. Our dedication to continuous improvement was also recognised internationally by our colleagues at the European Advertising Standards Alliance. It was my pleasure to accept a Bronze International Best Practice Award at the annual General Council meeting of EASA in April. Continuing with our commitment to ensure membership of the Advertising Standards Board is representative of the Australian community, we farewelled a number of Board members. My particular thanks go to all members who

retired this year – all made fantastic contributions to discussions and decisions over their years on the Board. It was particularly sad to farewell our three longest-serving members – The Hon John Brown ao, Ms Joanna Cohen and Mr Tom Keneally ao. John, Joanna and Tom will be very much missed for their insight and, of course, their wit. We also farewelled inaugural Independent Reviewers, the Hon Deirdre O’Connnor and Mr Mick Palmer ao, apm. Apart from being a delight to work with, Mick and Deirdre showed great trust in ASB in taking on this new and challenging role. On the positive side we welcomed Ms Victoria Rubensohn am and Dr Dennis Pearce ao as new Independent Reviewers. Much thanks goes to the small team at ASB –Nikki and Daniela (Complaints), Brian (Operations), Sarscha (Administration),Sari (Communications) and Sue, Simone and Zehra (Research). In 2011 we had a staff turnover of 0% (other than a happy departure on maternity leave of our legal policy officer, Simone, who welcomed twins). Our low staff turnover reflects the commitment of our people to the work of ASB and also reflects on the commitment we have to a family friendly workplace.

Review of Operations 2011

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

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