Stuff Guidelines for Advocacy Advertisements
An Overview of Advocacy Advertisements
- What is the Definition of an Advocacy Advertisement?
- What are the Advertising Standards Authority (ASA) Guidelines on Advocacy Ads?
- Why does this concern Stuff?
- What Happens if an Ad Breaches the ASA Code?
- What are Stuff Guidelines for Advocacy Advertising?
What is the definition of an Advocacy Ad?
The Advertising Standards Authority (ASA) define an Advocacy advertisement as one that expresses a view, often in robust terms, of an individual, group or organisation. Advocacy ads often focus on issues of public debate, especially when there is proposed legislation or a referendum on an issue.
Common subjects include abortion, fluoridation, immunisation, Maori land rights, elections and legalisation of marijuana. Government advertisements promoting a range of health and safety initiatives are also likely to be advocacy advertising.
What are the Advertising Standards Authority (ASA) Guidelines on Advocacy Ads?
In New Zealand the Advertising Standards Authority (ASA) has an Advertising Standards Code to ensure that every ad is a responsible ad. This means that the public can have confidence in NZ advertisements and know that they are legal, decent, honest and truthful; and respect the principles of fair competition.
The Code is made up of Principles (the standards expected in advertising) and Rules (examples of how the principles are to be interpreted and applied.)
The ASA treats advocacy advertising seriously. Under Principle 2: Truthful Presentation there are rules and guidelines specifically relating to Advocacy. The ASA also has a Guidance Note on Advocacy Advertising.
Consumers can be mislead when Advocacy Ad Guidelines are breached. This is because:
- Ads can have a lack of context
- There can be ambiguity around what is fact and what is an opinion.
- If it is written in an editorial format with no clear Advertisement labelling readers may think it’s part of the news content.
Refer to the Advertising Standards Authority website (asa.co.nz) for more information.
Why does this concern Stuff?
The ASA states that ‘the responsibility to be aware of and comply with all aspects of advertising regulation is shared between all the parties to an advertisement, including the advertiser, agencies and media organisations.’
If Stuff publishes ads that breach the Advertising Standards Code our brand safety reputation is compromised. Consumer confidence in our mastheads is also undermined.
What Happens if an Ad Breaches the ASA Code?
If an ad is found to be in breach of the ASA Codes, it must be removed and/or amended. This request is made to the advertiser, agency and media directly after Complaints Board meetings.
There is an excellent rate of compliance for this process (that is essentially voluntary). All decisions are also released to the media, and often receive considerable publicity. Negative publicity can be detrimental to a company or organisation.
Regulatory authorities may also choose to prosecute advertisers for serious breaches against the Code.
These authorities include:
- Commerce Commission
- Financial Markets Authority
What are the Guidelines for Advocacy Advertising?
Stuff wants to ensure advocacy advertisements do not breach the Advertising Standards Code. Please ensure your advertisements follow these guidelines:
1. LABELLING ADVERTORIAL: Advertorial styled ads must be labelled with a header ‘Advertisement’ at the top and a footer ‘This is an advertisement and does not reflect the endorsement of the masthead’ at the bottom in 14 pt font. The Ad must also have a border around the content.
2. ADVERTISER IDENTIFICATION: The identity of the advertiser must be obvious and easily recognised. If the advertiser is not well known, the ad must include the contact details of the person or organisation placing the ad, which includes the name, and address or website. This information must be clearly and easily seen in the ad.
3. SUBSTANTIATED FACTS: The person placing the Advocacy ad must be able to substantiate factual information and other claims in the ad. e.g. What is the evidence? It is from academic studies or from an expert opinion? Is the evidence easily accessible for people viewing the ad? Do these facts seem appropriate and reasonable?
4. OPINION VS FACT: Opinion in support of the advertiser’s position must be clearly distinguishable from factual information.
5. AUTHORISATION: “Authorised by” should only be used where required by law.
6. CLARITY: It must be clear in the ad what view the advertiser advocates. Ideally this should be clear in their identity e.g. an ad stating ‘Contact the Fluoridation Foundation for information on fluoridation’ would not qualify. Instead the names Pro-Fluoridation Foundation or Anti-Fluoridation Foundation are acceptable along with a clear statement in the ad about its purpose – “Stop Fluoridation Now” or Support Fluoridation in the Referendum”.
If you have any further questions or would like advice on your advertisement please contact your Stuff Media Consultant.