Regulation of Outdoor

Approvals of the medium

Outdoor generally consists of both a built form or structure, known as the Outdoor medium, and the advertisement that appears on it. The medium approval process is regulated by local authorities. Most outdoor displays require local government approval. The actual content of the advertisement does not require approval. The nature of approvals required depends on the size and location of the structure and, sometimes, more than one approval may be necessary.

The process of obtaining approvals can be complex, costly and time consuming and frequently entails extensive dealing with government agencies.

Legislation often prescribes when and what approvals are required - and from what body such approval should be sought. Legislation varies from state to state (and territory) and it is not possible to provide a comprehensive guide to the various controls. Advice must always be obtained from the relevant local authority. Such as the Local Council and State/Territory Government.

The usual local controls also apply to planning, building and construction and use of public ways or land and property of government bodies.

Displays on public land or property are usually a matter of tender and the subsequent contract will be between the government landowner and outdoor media owner. Even after a successful tender there may be other statutory approvals required.

Advertising Content

The advertisement that is placed upon the plant must not contravene any criminal laws, such as indecent publications, nor infringe laws generally, such as conveying misleading information. Complex issues can arise and advice may be necessary prior to running the advertisement(s).

In circumstances where an advertisement complies with the law, issues of taste and decency can arise as a result of varying views and attitudes within the community.

Gender Portrayal Guidelines

29 APRIL 2005: The OMA advises that the Victorian minister for Women's Affairs & the Arts (The Hon Mary Delahunty) has advised the commencement of the gender portrayal guidelines for women in advertising. These can be accessed using the following link:
http://www.women.vic.gov.au/

Complaints

Members of this Association are not advertisers - we are media operators, operating the structures on which advertising is displayed. The members operate under a Code of Ethics and a Community Charter and fully support the Advertiser's Code of Ethics recommended by the Australian Association of National Advertisers (AANA). They are also committed to support the decisions of the Advertising Standards Board (ASB), which is an initiative of AANA. That supports includes removing immediately any content found by the ASB to be offensive.

The ASB consists of a cross-section of the public with the intention of reflecting community views and values. Members of the community should contact the operating body for the ASB, which is the Advertising Standards Bureau, if they have a complaint regarding advertisements in any medium including the Outdoor industry.

When the ASB receives and considers complaints, it applies a Code of Ethics that covers a range of issues involving discrimination, vilification, violence, sex, sexuality, nudity, alarm and distress to children, language and health and safety.

If you wish to complain about an Outdoor advertisement, you should first try to

  • note the identifying operator name on the structure displaying the advertisement and
  • its precise location.

This will assist the ASB and the Association to find if it is in fact a structure operated by a member of this Association. Many signs on display are not controlled by our members, or are operated by persons outside the jurisdiction of the legislation that regulates our industry.

You should complain to:

Advertising Standards Board
Level 2
97 Northbourne Avenue
TURNER
ACT 2612

Tel: (02) 6262 9822
Fax: (02) 6262 9833

Complaints may also be submitted by using the online complaints form on the Advertising Standards Bureau website: www.advertisingstandardsbureau.com.au