New national advertisers Code of Ethics

The AANA's new Code of Ethics will come into effect on 1 February, bringing with it several key changes focused on reducing harm.

The Code applies to all advertising in Australia.

Dr Lauren Gurrieri, Senior Lecturer in Marketing

(0411 205 396 or lauren.gurrieri@rmit.edu.au)

“The new Code of Ethics brings with it important and needed changes for gender portrayals in advertising.

“Recent research led by RMIT demonstrates community members perceive current gender portrayals in advertising to be out of step with contemporary society.

“This is particularly in relation to the portrayal of gender stereotypes, body ideals and sexualised representations – especially for women.

“The revised standards work to better bridge community standards about how men and women should be represented in advertising.

“The inclusion of an obligation to avoid harm to the consumer and society in the objectives of the Code is welcomed.

“Advertising plays a powerful role in shaping social and cultural norms within society, including gender norms.

“These, in turn, can contribute to a variety of social harms, including impacts on children’s development and gender roles, impacts on adult gender roles, impacts on intimate relationships, impacts on body image and mental health and impacts on attitudes towards women and violence against women.

“The revised Code signals a step in the right direction to address sexism and promote progressive gender representations in advertising that do not confine women and men to a traditional or limited roles but instead show them as authentic and multidimensional.”

Dr Lauren Gurrieri is a Senior Lecturer in the School of Economics, Finance and Marketing at RMIT University. Her research examines gender, consumption and the marketplace, with a focus on gender-based inequalities in consumer and digital cultures.

Fiona Finn, Industry Fellow (Advertising)

(0431 064 160 or fiona.finn@rmit.edu.au)

“The advertising landscape is constantly evolving, but it also means the industry continues to proliferate the same mistakes.

“Advertising has never been adept at regulating itself, so this is a good way to impose a positive obligation on the industry.

“The new code will help everyone work towards avoiding harm to consumers and society while being sensitive to the creative practice of advertising practitioners and providing a clear set of guidelines for creatives to follow.

“No agency (or client) is going to want their expensive campaign removed from circulation so it’s in everyone’s best interest to understand and follow the new guidelines.

“RMIT is the leading creative advertising degree in the southern hemisphere, so we are perfectly positioned to influence the industry from the ground up by making sure our graduates have a strong understanding of the ethical dilemmas facing advertising practitioners in 2021.”

Fiona Finn is an Industry Fellow in advertising in the School of Media and Communication at RMIT University. She is an award-winning Art Director with over 20 years industry experience in advertising, design and publishing.

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