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Objective 4

Keeping pace with advertising and marketing communication developments in new media In the past five years new technology has brought a rapid increase in the styles of advertising and marketing communications and the opportunities available for use by advertisers. In order for the self regulation system to function appropriately, it is important that the Advertising Standards Board is able to consider complaints about material on all types of media that is accessible to consumers including complaints arising from advertisements in emerging media. During 2011 the Advertising Standards Bureau received an increase in complaints about advertisers utilising direct email advertising to clients. Advertisers are using this method more often and the Board considered complaints about: • Roger David – 0284/11 Upheld (Section 2.3 S/S/N) • Purl Bar – 0442/11 Dismissed (Section 2.1 Discrimination -sex, Section 2.3 S/S/N) • SABA – 0477/11 Dismissed (Section 2.6 H&S– models too thin) Complaints about mobile billboards also increased. In 2011 the Board considered several mobile billboards including: • Club Shoop – 0206/11 Dismissed (2.1 Disc Sex, 2.3 S/S/N) – (mobile billboard – Considered by Board as a billboard advertisement

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• D  reams Gentlemen’s Club – 0134/11 Upheld (2.1 Disc Sex, 2.3 S/S/N) –mobile billboard – Considered by Board as a transport advertisement • Cartridge World – 0120/11 Dismissed (2.3 S/S/N) – advert painted on to car – Considered by Board as a transport advertisement • Wicked Campers – 0039/11 Upheld (2.2 Violence, 2.5 Language, 2.6 H&S) – sticker in vehicles – Considered by Board as a transport advertisement The Board has considered complaints about advertising material on the internet since 2006. This includes advertising material on advertiser own websites, microsites established by advertisers for particular products and, of course, advertising material placed on third party websites.

The rate of complaints about advertisements recorded as being seen on the internet tripled in 2010 and in 2011 it rose again, but only marginally. The rate of complaints about more traditional advertising methods – poster, transport and billboard advertising – doubled from the previous year. The ASB believes it is important that the community has access to a complaints resolution service in relation to all advertisements and that it is equally important that the Board’s jurisdiction covers the range of media and fora in which advertising and marketing communications are made available.

An advertisement which received a higher level of complaint, and also raised interest in the media was a Unilever Lynx Rugby ad – 0399/11 Upheld under Section 2.1 Discrimination –sex. This was an internet based advertisement, although many complainants claimed to have seen it on television. The advertisement was brought to the attention of the community by lobby group Collective Shout, and through media items. The Advertising Standards Bureau received its first complaint about the ad on 5 October 2011. This first complaint related to a news article which reported on the internet advertisement.

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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