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Objective 6

Being financially viable

The levy system, which underpins self regulation of the advertising industry in Australia, is administered by the Australian Advertising Standards Council (AASC). Levy is collected by media buyers and remitted directly to the AASC. The AASC provides funding to cover the operations of the Advertising Standards Bureau.

of the system without contributing an equitable amount to maintain the system that is made available to all.

Following on from the work in 2010 the Advertising Standards Bureau continued to promote the benefits of Australia’s advertising self regulation system to advertisers. The ASB has maintained its approach that support from industry is critical in two areas. Firstly, through cooperation and compliance with the complaint adjudication role of the ASB, and secondly, by financially supporting the system through paying the advertiser levy.

The overall level of financial support provided by advertisers was above the level of previous years.

The contribution made by advertisers in relation to their media expenditure (0.035 per cent of gross media expenditure – 35 cents per $1000) is small in relation to the benefits of maintaining an effective self regulation system.

In mid-December 2011, the Board of the Advertising Standards Bureau participated in a strategy and planning session with representatives of the Australian Association of National Advertisers (AANA), Media Federation of Australia (MFA), Communications Council and advertiser representatives to develop enhanced success strategies in seeking advertiser support for the self regulation system. ASB’s Board of Directors will consider and act on the outcomes of that forum during 2012.

During 2011, the ASB continued to actively identify and target those major advertisers who do not financially contribute to the self regulation system. These advertisers receive the benefit

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The ASB also maintained its argument that further growth in new technology and the complexity of cases considered by the Board impose greater costs that should be shared by the entire industry.

At the end of 2011, ASB had achieved a contribution rate of 68 per cent of the top 150 advertisers who pay levy. The ASB is extremely grateful for the continuing support of those advertisers and is continuing to work with other advertisers to garner increased levels of financial support for the selfregulatory system.

The ASB continued to administer the complaint adjudication functions on behalf of the Federal Chamber of Automotive Industries (FCAI) and Australian Food and Grocery Council (AFGC – for the Responsible Children’s Marketing Initiative and Quick Service Restaurant Initiative). ASB receives a modest income for the provision of these services. During 2011, the review of the Independent Reviewer system resulted in a significant reduction in the level of fees required to lodge a request for Independent Review. Fees were reduced from $500 to $100 for an individual. As well as striving to increase levy income, ASB has maintained a firm control of expenditure to ensure that financial administration is prudent and effective. The further investment in the development and enhancement of the ASB’s Case Management System is expected to generate long term efficiencies and improvements in timeliness of the complaint adjudication function.

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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