Benefit to the community and Australian business will be the Advertising Standards Bureau’s primary consideration in assessing recommendations in the House of Representatives Standing Committee on Social Policy and Legal Affairs report into the regulation of billboard and outdoor advertising.

“Two parliamentary inquiries have now recommended that advertising self regulation remain,” Advertising Standards Bureau Chief Executive Officer, Ms Fiona Jolly said.

“We are pleased that this committee has also recognised the professionalism and commitment of the advertising industry and its desire and capacity to effectively regulate the industry in line with community expectations,” she said

“The Advertising Standards Bureau has demonstrated its commitment to continuous improvement and we will give careful consideration to whether the recommendations that concern us can be implemented in a way that will benefit the community and Australian business,” Ms Jolly said.

“Since its inception, the Advertising Standards Bureau has made many changes to systems and processes of our own initiative and in response to community concerns. Our solutions for making the system more transparent and accountable have been carefully implemented to ensure any changes will be of benefit, but have also needed to be affordable,” she said.

Ms Jolly said some recommendations cover activities that are already in place, including conducting regular research into community perceptions, educating and training of industry regarding self-regulation responsibilities, provision of copy advice and information to the public about non-compliance.

She said that other recommendations - in particular a significantly expanded research program and the ASB taking on a centralised complaints receipt role - would be very costly to implement.

“Costs of the self-regulation system are borne solely by advertisers who pay a levy - a small percentage of their advertising spend,” Ms Jolly said.

“It is now time for all advertisers, including the Australian government in its capacity as an advertiser, to support the work undertaken by the Advertising Standards Bureau,” she said

Ms Jolly said that financial support from all advertisers is particularly important as ASB considers its ability to address the recommendations made in this report.

“We will take immediate steps to consider the recommendations made by the committee and assess which of them can be implemented in a way that benefits both the community and Australian business,” Ms Jolly said.

Contact: Fiona Jolly, Chief Executive Officer, Advertising Standards Bureau