Australian association unveils new Code of Ethics

The Australian Association of National Advertisers (AANA) have launched a new Code of Ethics for advertising in Australia. This follows an extensive public review in 2019 to ensure that the Code continues to reflect community standards.

The new AANA Code of Ethics and Practice Note includes several key changes and will:

• Introduce into the objectives of the Code an obligation to avoid harm to consumers and society;
• Prohibit harmful gender stereotypes;
• Prohibit the focus on body parts where not relevant to the product or service being advertised;
• Prohibit use of overtly sexual images in outdoor advertising or shop front windows or where the image is not relevant to the product or service being advertised (accompanied by AANA guide);
• Introduce additional restrictions for advertising containing violent or menacing content so that harmful content is not displayed where children form part of the audience;
• Impose a positive obligation on influencers to disclose commercial relationships in a clear, upfront manner that can be easily understood.

Changes to the Code were tested through an Ipsos study commissioned by AANA, specifically on the clauses related to gender stereotypes, sexualisation and violence in advertising.

The association plans to organise training workshops to guide their members when applying the new Code and Practice Note. The new Code takes effect on 1 February 2021.

AANA's new Code of Ethics and accompanying Practice Note can be viewed here. For more information, contact AANA.