Code replaces radio advertising standard
MR 17/2013 - 20 March 2013
The Australian Communications and Media Authority has revoked the Broadcasting Services (Commercial Radio Advertising) Standard 2012 and registered a new commercial radio advertising code that requires advertisements on commercial radio to be distinguishable to listeners as advertising.
The decision follows a commitment made by the ACMA at the end of 2011 that the standard would be revoked if the commercial radio industry presented a code of practice that provided appropriate community safeguards. The registration of the code is the last key output resulting from the Review of Commercial Radio Standards.
‘By working closely with the commercial radio industry, the ACMA has achieved an optimal co-regulatory outcome,’ said ACMA Chairman, Chris Chapman. ‘Registration of the code and the handing back of responsibility to the commercial radio industry demonstrates the ACMA is not interested in regulation for its own sake but rather in the good policy outcomes that a co-operative approach can deliver.’
The ACMA is satisfied that the new advertising code maintains the community safeguards previously assured by the Broadcasting Services (Commercial Radio Advertising) Standard 2012. The ACMA is also encouraged by the industry's high level of compliance with the obligation to ensure advertisements are distinguishable. Since 1 May 2012, the ACMA has identified only one instance of non-compliance, and this was due to a technical failure of software at the relevant station.
Listener complaints about advertising on commercial radio are now to be made directly to the relevant licensee in the first instance. Like all code complaints, citizens can bring complaints to the ACMA if they are not satisfied with the licensee's response or if the licensee fails to respond to the complaint.
For more information or to arrange an interview, please contact: Blake Murdoch, on (02) 9334 7817, 0434 567 391 or email@example.com.
Last updated: 15 April 2016