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Objective 2 Reflecting community standards

During 2011, nine new members were appointed to the Advertising Standards Board, with the first official meeting of the new Board held in mid-September. The Board includes 20 people from a broad range of age groups and backgrounds and is gender balanced – representative of the diversity of Australian society. The Board discharges its responsibilities with fairness and impartiality. Prevailing community standards are at the heart of all Board decisions and are the reason the Board is made up of members of the community. The overriding objective of the Board is to make decisions relating to the AANA Code of Ethics and other Codes and Initiatives based on what it perceives are prevailing community attitudes. In this way, the Board aims to draw community expectations into its consideration of the rules set out in the Codes and Initiatives. The Board’s task is often a difficult one and the outcomes of its determinations will not and cannot please everyone. Board appointments are made following a publicly advertised application and interview process. In the 2011 process, just over 100 people applied to join the Board. Appointments are made by the Directors of the Board of the Advertising Standards Bureau. Since 2005, a number of changes have been made to the structure and procedural arrangements of the Board, including expansion to a membership of 20 and appointment of new members at staggered intervals to ensure that 20

the Standards Board has a mix of experienced and new members. Following recruitment of the new Board members, all Board members received a comprehensive introduction to the Bureau and the Board – what is advertising self regulation and how it works in Australia, how the complaint adjudication process works, individual Board member’s role and responsibilities, administrative and operational arrangements, Board procedures and policies and an introduction to all Codes for which the Board has responsibility. In 2011 two other one day training sessions were conducted for the Board, with issues brought by the community through their complaints presented to the Board by Bureau staff. Added to this were presentations at two meetings by complaints managers who provided an overview of Board decisions during the preceding months, in particular about cases upheld by the Board, which were complex or contentious or which generated considerable discussion within the Board. These discussions allowed members to discuss their view regarding community standards and therefore consistency of decision-making. Invited guests also made presentations about issues to Board and Bureau staff, including: • the Attorney General’s Department about the Classification Board, discussion of various classifications and how the Classification Board makes decisions • the Australian Association of National Advertisers (AANA) about the

AANA structure and role, interaction with ASB and an update on progress of AANA Code of Ethics Review • Dr Wayne Warburton from the Department of Psychology at Macquarie University explained his view of issues and research regarding violence in advertising and its effect on children • FreeTV Australia provided an interactive outline of how advertisements are classified for television and discussed issues of particular interest to Board members including advertisements that could be considered unsuitable for children and when and how they could be shown. During 2011, the three determination summaries completed in 2010 were updated to reflect new cases considered by the Board. Determination summaries were developed to assist the Board in maintaining consistency in their determinations, and to provide information to the advertising industry and the community about the issues considered by the Board when determining whether an advertisement breaches any of the Codes or Initiatives administered by the Board. During 2011, staff from the ASB had considerable involvement in the Australian Association of National Advertiser’s (AANA) review of its Code of Ethics. Information about Board decisions and interpretation of these in relation to sections of the Code were provided to assist the AANA with its review. Regular meetings are now held with AANA to provide information about recent determinations by the Board and general feedback about application of the Code. 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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