Campaign Advertising by
Australian Government
Departments and Agencies
March 2009
Half Year Report
1 July to 31 December 2008
ASSET MANAGEMENT GROUP
i
© Commonwealth of Australia 2009
ISBN 0 9758173 8 8 (Print)
ISBN 0 9758173 9 6 (Online)
Department of Finance and Deregulation
Asset Management Group
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ii
Foreword
This is the first biannual report on campaign advertising undertaken by Australian Government departments and agencies. The
publication of this and future reports will be an important mechanism to promote transparency and accountability in relation to
government advertising campaigns.
Governments use taxpayer funds for advertising campaigns to inform the public about a variety of issues from policies,
programs and services through to the rights and obligations of citizens and businesses. All members of the public have equal
rights to access comprehensive information about government policies, programs and services which affect their entitlements,
rights and obligations. As such, governments use public funds for information and education programs and campaigns to
explain government policies, programs or services and to inform members of the public of their obligations, rights and
entitlements.
However, government campaigns should not be conducted for party political purposes. In this context, the Government
introduced on 27 June 2008 new Guidelines on Campaign Advertising by Australian Government Departments and Agencies
(the Guidelines) and, with effect from 1 September 2008, a new operational framework for campaign advertising. The
Guidelines aim to ensure government campaign advertising is:
• relevant to government responsibilities;
• presented in an objective, fair and accessible manner;
• not directed at promoting party political interests;
• produced and distributed in an efficient, effective and relevant manner; and
• compliant with legal requirements.
The Guidelines implement the Government’s election commitment and closely follow the recommendations of the Australian
National Audit Office and the Joint Committee on Public Accounts and Audit in 1998 and 2000, respectively.
The key elements of the new framework, which deals with all advertising campaigns above $250 000, are as follows.
• The establishment of the Interdepartmental Committee on Communications to provide a whole-of-government perspective
on the proposed campaign and provide advice to departments and agencies undertaking advertising campaigns.
• The Committee reports to the Secretary of the Department of Finance and Deregulation and, where appropriate, the
Cabinet Secretary and the Minister for Finance and Deregulation.
• Agency chief executives are responsible for certifying that any campaigns developed within their agency are compliant with
the Guidelines and related Government policies.
• The Auditor-General has agreed to report on each campaign’s compliance with the Guidelines and publish the report on the
Australian National Audit Office website.
• A report is provided to the Parliament on a biannual basis on the advertising campaigns undertaken by government
departments and agencies.
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Together the initiatives under the new framework will help to assure all Australians that government advertising and information
campaigns provide objective, factual and explanatory information, free of any improper political messages.
We commend this report to the Parliament and the Australian public.
Senator the Hon John Faulkner
Cabinet Secretary
Special Minister of State
The Hon Lindsay Tanner
Minister for Finance and Deregulation
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Contents
Foreword
iii
About the Biannual Reports on Campaign Advertising by Australian
Government Departments and Agencies
vi
Chapter 1: The Campaign Advertising Framework
Guidelines on Campaign Advertising by Australian Government Departments
and Agencies
Roles of Key Stakeholders
Ministers
Agency Chief Executives
Auditor-General
Interdepartmental Committee on Communications
Process for the Development and Launch of Campaigns
Central Advertising System
Communications Multi-Use List
Biannual Report to the Parliament
Chapter 2: Australian Government Campaign Expenditure from 1 July 2008 to
31 December 2008
Advertising Campaign Summaries
Department of Defence: Defence Force Recruiting
Department of Climate Change: Climate Change Household Action
Department of Health and Ageing: Australian Better Health Initiative
Department of Health and Ageing: Binge Drinking
Department of Families, Housing, Community Services and Indigenous
Affairs: Economic Security Strategy
Department of Health and Ageing: Skin Cancer Awareness
Australian Taxation Office: First Home Savers Account
Australian Quarantine Inspection Service: Quarantine Matters
Department of Education, Employment and Workplace Relations: Child Care
Tax Rebate Scheme
Department of the Environment, Heritage and the Arts: Australian Refrigeration
Council Summer Campaign
Department of Foreign Affairs and Trade: Smartraveller
Australian Customs and Border Protection Service: SmartGate
Australian Federal Police: National Missing Persons Week
Chapter 3: Historical Series of Australian Government Advertising Expenditures
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Appendix A:
Guidelines on Campaign Advertising by Australian Government Departments and Agencies
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Appendix B:
Overview of the Campaign Activity Approval and Review Process for Departments
and Agencies
13
Appendix C:
Auditor-General’s Reviews
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About the Biannual Reports on Campaign Advertising by
Australian Government Departments and Agencies
This is the first in an ongoing series of biannual reports which are to report on government campaign advertising expenditures
for government departments and agencies (agencies) which are subject to the Financial Management and Accountability Act
1997 (FMA Act).
The mid year reports will be concerned with campaign advertising expenditures for the first half of a financial year – that is the
period 1 July to 31 December. The Central Advertising System is the source for these figures. The Central Advertising System
consolidates government advertising expenditure and optimises media discounts through whole-of-government negotiated
media rates. The end of year reports will encompass the complete financial year and report on both direct campaign advertising
expenditures and associated indirect expenditures such as campaign advertising research and evaluation. Agencies that
undertook advertising campaigns in the period are the source for information on indirect expenditures.
Campaign advertising data is available six weeks after the end of the relevant reporting period. Therefore, the objective is to
table biannual reports within the first quarter after the end of the reporting period.
As this is the inaugural report, in addition to providing information on government advertising campaign expenditure for the
period 1 July 2008 to 31 December 2008, this report also provides some historical data and an explanation of the
Government’s new advertising framework.
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Chapter 1: The Campaign Advertising Framework
To enhance greater accountability and transparency in campaign advertising, the Government introduced on 27 June 2008
new Guidelines on Campaign Advertising by Australian Government Departments and Agencies (the Guidelines) and, with
effect from 1 September 2008, a new campaign advertising framework. The framework is also designed to promote value for
money by providing a whole-of-government perspective and a degree of whole-of-government coordination across the various
advertising campaigns undertaken by agencies.
Guidelines on Campaign Advertising by Australian Government Departments and Agencies
The Guidelines are the key component of the new framework. All agencies covered by the FMA Act are required to comply with
the Guidelines.
The Guidelines require that campaigns should not be instigated unless the need is demonstrated, target recipients are clearly
identified and the campaign is based on appropriate research. The Guidelines comprise five principles aimed to ensure that
advertising campaign material:
• should be relevant to government responsibilities;
• should be presented in an objective, fair and accessible manner;
• should not be directed at promoting party political interests;
• should be produced and distributed in an efficient, effective and relevant manner, with due regard to accountability; and
• must comply with legal requirements.
The Guidelines are at Appendix A. Exemptions from compliance with the Guidelines can be sought from the Cabinet Secretary
on the basis of a national emergency, extreme urgency or for any other extraordinary reason considered appropriate.
Advertising campaigns which exceed $250 000 are to be reviewed by the Auditor-General for compliance with the Guidelines.
Relevant Ministers also have the option of requesting the Auditor-General to review campaigns valued at less than $250 000.
Roles of Key Stakeholders
Ministers
Ministers are responsible for authorising their portfolio’s development of a campaign and for authorising a campaign’s launch.
The Minister for Finance and Deregulation (Finance Minister) and the Cabinet Secretary have joint responsibility for the
campaign advertising framework. The Finance Minister is responsible for efficiency of the framework through coordination of
the Government’s advertising requirements and procurement contracting arrangements. The Cabinet Secretary has
responsibility for the Guidelines and related operational activities. The Cabinet Secretary also has the discretion to exempt a
campaign from compliance with the Guidelines on the basis of an extraordinary situation such as a national emergency.
The Finance Minister and the Cabinet Secretary jointly report to Parliament twice a year on government information and
advertising activities.
Agency Chief Executives
Agency Chief Executives are responsible for certifying that any campaigns developed within their agency are compliant with the
Guidelines and related Government policies.
Auditor-General
The Auditor-General has agreed to provide a report to the relevant portfolio Minister on a campaign’s compliance with the
Guidelines. Copies of the report are provided to the chief executive of the agency, the Cabinet Secretary and the Secretary of
the Department of Finance and Deregulation (Finance Secretary). The Auditor-General publishes the report on the Australian
National Audit Office (ANAO) website to coincide with the launch of the campaign.
Interdepartmental Committee on Communications
The Interdepartmental Committee on Communications (IDCC) is a committee of officials at the deputy secretary level. Where
expenditure is expected to be above $250 000, the IDCC reviews advertising campaigns in order to provide a whole of
government perspective – such as whether campaigns have competing or conflicting messages, and are likely to meet the
Government’s broader messages and policy settings.
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The IDCC provides advice to the agency undertaking the campaign and may also provide advice to the Finance Secretary, the
responsible Minister, and the Cabinet Secretary.
Process for the Development and Launch of Campaigns
The process for the development and launch of campaigns over $250 000, in broad terms, is:
• the Minister of the relevant agency agrees to the development of a campaign, subject to funds being available;
• the agency informs the Department of Finance and Deregulation (Finance) and the ANAO of the impending advertising
campaign;
• Finance assists the agency in the selection of the communications research consultant, to inform the communication
strategy, and in the selection of other communications consultants (such as the creative agency and non-English speaking
background communications consultants);
• the agency develops the campaign, which is reviewed at different stages by the IDCC which provides a whole-ofgovernment perspective on the proposed campaign and advice to agencies undertaking advertising campaigns;
• agency chief executives are responsible for certifying that the campaign complies with the Guidelines;
• the campaign is independently reviewed by the Auditor-General in relation to its compliance with
the Guidelines;
• the Auditor-General provides a report on the proposed campaign’s compliance with the
Guidelines; and
• the Minister of the agency developing the campaign approves the launch of the campaign after receiving the ANAO review
report and the chief executive certification.
Finance, the IDCC and the ANAO interact with the responsible agency throughout the development of the information or
advertising campaign.
Central Advertising System
All advertising by FMA agencies, both campaign and non-campaign, must be placed through the Central Advertising System,
which consolidates government advertising expenditure and optimises media discounts through whole-of-government
negotiated media rates.
Communications Multi-Use List
Finance is establishing a multi-use list of media consultants which will include suppliers who have demonstrated experience
and/or capacity to contribute to Australian Government advertising and information campaigns, in any of the following five
categories of communications expertise:
• advertising;
• market and social research;
• public relations;
• communicating with Indigenous Australians; and
• communicating with people from non-English speaking backgrounds.
The Communications Multi-Use List will come into operation on 31 March 2009. This multi-use list will be publicly available for
the first time at www.tenders.gov.au.
Biannual Report to the Parliament
Expenditure on campaigns commissioned by FMA agencies for which expenditure is greater than $250 000 will be published in
a biannual report to the Parliament.
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Chapter 2: Australian Government Campaign Expenditure
from 1 July 2008 to 31 December 2008
This chapter provides information on campaign advertising expenditure by FMA agencies for the period 1 July 2008 to
31 December 2008. As well, the chapter contains a summary of government advertising campaigns which incurred expenditure
in excess of $250 000, as recorded in the Central Advertising System. These campaigns were reviewed by the IDCC.
FMA agencies spent a total of $53 million on campaign advertising over the first half of the 2008-09 financial year.
Table 1 provides disaggregated data for Australian Government campaign advertising expenditures.
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Table 1: Australian Government advertising campaigns for the period 1 July 2008 to 31 December 2008
Agency
Campaign
Campaign Advertising Expenditures
TV
Press
Radio
Magazine
Digital
Other
TOTAL
($ million)
Defence
Defence Force Recruiting
11.2
0.0
2.2
0.3
1.9
0.7
16.3
Climate Change
Climate Change Household Action
2.9
2.8
1.6
0.5
0.5
0.0
8.3
Health and Ageing
Australian Better Health Initiative
4.2
0.1
0.8
0.4
0.6
1.2
7.3
Health and Ageing
Binge Drinking
5.4
0.0
0.1
0.2
0.4
0.7
6.8
Families, Housing, Community Services
and Indigenous Affairs
Economic Security Strategy
-
1.5
1.7
0.0
0.2
-
3.4
Health and Ageing
Skin Cancer Awareness
1.7
-
0.2
0.2
0.5
0.4
3.0
Australian Taxation Office
First Home Savers Account
0.0
0.3
0.8
0.2
0.3
0.7
2.3
Australian Quarantine Inspection Service
Quarantine Matters
(including Avian Flu)
1.0
0.1
0.0
0.1
0.2
0.5
1.9
4
Education, Employment and
Workplace Relations
Child Care Tax Rebate Scheme
-
0.9
-
0.5
0.1
-
1.5
Environment, Water, Heritage and the
Arts
Australian Refrigeration Council
Summer Campaign
-
-
0.6
0.0
0.1
-
0.7
Foreign Affairs and Trade
Smartraveller
-
-
0.0
-
0.5
-
0.5
Australian Customs and Border
Protection Service
SmartGate
-
0.2
-
-
0.2
0.0
0.4
Australian Federal Police
National Missing Persons Week
-
-
0.1
-
0.0
0.2
0.3
Expenditure for activities less than
$250,000
-
0.2
0.0
0.3
0.0
-
0.5
26.4
6.1
8.1
2.7
5.5
4.4
53.2
TOTAL
__________________
Notes:
‘–’ denotes no media was placed in this medium.
‘0.0’ denotes media was placed in this medium, however, <$50 000 was spent.
Source: Central Advertising System.
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Advertising Campaign Summaries
The following are summaries of advertising campaigns which exceeded $250 000 and were undertaken during the period
1 July 2008 to 31 December 2008.
Department of Defence: Defence Force Recruiting
This is an ongoing campaign to generate enquiries to fill over 11,000 Officer and General Entry targets in Navy, Army and Air
Force. While the advertising aims to reach older candidates and influencers, the key target audience is 16-24 year old males
and females nationally. For the period 1 July 2008 through 31 December 2008 $16.3 million was spent on this campaign, as
reported in the Central Advertising System.
Department of Climate Change: Climate Change Household Action
The overall aim of the campaign is to build awareness and understanding of climate change issues and encourage Australians
to reduce carbon emissions. For the period, $8.3 million was spent on this campaign.
Department of Health and Ageing: Australian Better Health Initiative
The Australian Better Health Initiative (ABHI) is a four year national program, announced by the Council of Australian
Governments, to promote good health outcomes through the prevention and early detection of avoidable chronic diseases. The
objective of the ABHI advertising campaign is to encourage Australians to make and sustain changes to their behaviour, such
as increased physical activity and healthier eating. For the period, $7.3 million was spent on this campaign.
Department of Health and Ageing: Binge Drinking
In March 2008, the Government announced a new national strategy to address the binge drinking epidemic among young
Australians, which included a two year advertising campaign. The overall aim of the National Binge Drinking Campaign is to
contribute, along with other initiatives, to a reduction in harm associated with drinking to intoxication amongst young
Australians. It is also designed to increase the likelihood that for those teenagers and young adults who choose to drink alcohol,
they do not drink to levels of intoxication which may result in harm to themselves or others. For the period, $6.8 million was
spent on this campaign.
Department of Families, Housing, Community Services and Indigenous Affairs: Economic
Security Strategy
In October 2008 the Government announced that it would implement a $10.4 billion Economic Security Strategy (ESS) in
response to the global financial crisis. The Department of Families, Housing, Community Services and Indigenous Affairs was
assigned responsibility for developing and implementing an advertising campaign to raise public awareness of government
payments and available financial assistance under the ESS. For the period, $3.4 million was spent on this campaign.
Department of Health and Ageing: Skin Cancer Awareness
Australia has the highest incidences of skin cancer and associated mortality rates in the world. Young Australians (13-24 years
of age), in particular, engage in poor sun protection behaviours and have the highest frequency of sunburn. Accordingly, the
Government undertook a campaign to educate young Australians about the importance of protecting themselves from skin
cancer. For the period, $3.0 million was spent on this campaign.
Australian Taxation Office: First Home Savers Account
As part of the ESS an advertising campaign was undertaken to increase awareness of the First Home Savers Account. The
campaign was targeted at prospective first home buyers to provide this audience with information which would enable them to
understand the features and benefits of a First Home Savers Account. For the period, $2.3 million was spent on this campaign.
Australian Quarantine Inspection Service: Quarantine Matters
The Quarantine Matters campaign has been running since 1998. The objective of the campaign is increased compliance of
quarantine regulations and reduced risk to Australia. The campaign targets high risk audiences such as Australian travellers,
Australians of non-English speaking backgrounds and youth. For the period, $1.9 million was spent on this campaign.
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Department of Education, Employment and Workplace Relations: Child Care Tax Rebate
Scheme
The Child Care Tax Rebate assists parents or guardians who are working, studying or training with their out-of-pocket child
care costs. The objective of the campaign was to inform the public that from July 2008 the Australian Government increased
the Child Care Tax Rebate payment from 30 per cent to 50 per cent of these costs and the cap from $4 534 to $7 500, with
families also able to choose to receive the payment quarterly rather than annually. For the period, $1.5 million was spent on this
campaign.
Department of the Environment, Heritage and the Arts: Australian Refrigeration Council
Summer Campaign
The Australian Government is a signatory to the Montreal and Kyoto Protocols which seek to phase out the use of stratospheric
ozone depleting substances and to control emissions of greenhouse gases. Ozone depleting substances and synthetic
greenhouse gases are widely used in the refrigeration and air conditioning industry. Australia has established a permit scheme
for the refrigeration and air conditioning industry which aims to minimise emissions from this industry.
The campaign aims to increase the proportion of Australian consumers using licensed parties to install and maintain their
refrigeration and air conditioning systems. For the period, $0.7 million was spent on this campaign.
Department of Foreign Affairs and Trade: Smartraveller
The role of the Smartraveller campaign is to inform Australians about how they can minimise risks while overseas and avoid
difficulties. The Smartraveller campaign is the Australian Government’s primary tool for informing Australians of the Department
of Foreign Affairs and Trade’s consular assistance and travel advice service, and reminding travellers of the importance of
properly preparing for overseas travel. For the period, $0.5 million was spent on this campaign.
Australian Customs and Border Protection Service: SmartGate
SmartGate provides eligible travellers arriving into Australia’s international airports the option to self-process through passport
control. SmartGate is operational at selected airports and is being progressively introduced into other major Australian
international airports. The primary aim of the advertising campaign is to promote awareness and use of SmartGate at Australian
international airports. For the period, $0.4 million was spent on this campaign.
Australian Federal Police: National Missing Persons Week
The Australian Federal Police (AFP) actively raises awareness of the issues and impacts of missing persons
through campaigns and media to inform and educate the Australian community about this issue. The AFP organises a number
of campaigns in support of missing persons and proactively targets existing events to extend the reach of communication
messages. The aim of the National Missing Persons Week campaign is to raise community awareness of the issues and
impacts surrounding missing persons, particularly, groups at risk of going missing including young people, those living with a
mental illness and the ageing population. For the period, $0.3 million was spent on this campaign.
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Chapter 3: Historical Series of Australian Government
Advertising Expenditures
This chapter provides an historical series of government campaign advertising expenditures on a biannual basis and by
calendar and financial years.
Table 2 contains data for FMA agencies’ campaign advertising expenditure for the period January 2004 to December 2008 on
half year, calendar year and financial year bases. This information is only available from January 2004 as different information
was recorded prior to that time.
Table 2: Australian Government Campaign Advertising Expenditures – Historical Series
Period
Biannual
($ million)
2008
Jul-Dec 2008
Calendar Year
($ million)
Financial Year
($ million)
86.6
53.2
2007-08
Jan-Jun 2008
185.3
33.4
2007
Jul-Dec 2007
254.0
151.9
2006-07
Jan-Jun 2007
170.1
102.1
2006
Jul-Dec 2006
116.5
68.0
2005-06
Jan-Jun 2006
120.5
48.5
2005
Jul-Dec 2005
116.5
72.0
2004-05
Jan-Jun 2005
70.6
44.5
2004
78.8*
Jul-Dec 2004
26.1
Jan-Jun 2004
52.7
* Note:
Calendar Year expenditure for 2004 differs between Tables 2 and 3. Table 2 relates to only expenditure by FMA agencies, while Table 3 relates to
expenditures by FMA agencies plus expenditures by both Commonwealth Authorities and Companies Act 1997 bodies and Territory Governments.
Source:
Central Advertising System.
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Table 3 contains aggregate expenditure data placed through the Central Advertising System between 1994 and 2004.
Information on campaign advertising expenditure prior to 2004 available through the Central Advertising System is only at an
aggregated level, encompassing expenditure by FMA agencies, Commonwealth Authorities and Companies Act 1997 bodies
and Territory Governments. The data is available on calendar and financial year bases.
Table 3: Central Advertising System Campaign Expenditures – Historical Series
Calendar Year
$ million
Financial Year
$ million
2004
94.4*
2003-04
97.8
2003
63.9
2002-03
51.8
2002
60.4
2001-02
83.9
2001
117.3
2000-01
133.2
2000
177.6
1999-00
186.8
1999
91.4
1998-99
54.0
1998
57.6
1997-98
55.1
1997
50.3
1996-97
29.4
1996
36.1
1995-96
47.6
1995
54.9
1994-95
43.1
* Note:
Calendar Year expenditure for 2004 differs between Tables 2 and 3. Table 2 relates to only expenditure by FMA agencies, while Table 3 relates to
expenditures by FMA agencies plus expenditures by both Commonwealth Authorities and Companies Act 1997 bodies and Territory Governments.
Source:
Central Advertising System.
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Appendix A
June 2008
Guidelines on Campaign Advertising by Australian Government Departments and Agencies
Contents
Introduction
Underlying Principles
Definition of Campaign Advertising
Guidelines for Campaign Advertising
Guideline 1: Material should be relevant to government responsibilities
Guideline 2: Material should be presented in an objective, fair and accessible manner
Guideline 3: Material should not be directed at promoting party political interests
Guideline 4: Material should be produced and distributed in an efficient, effective and relevant manner, with due
regard to accountability
Guideline 5: Advertising must comply with legal requirements
Introduction
1. These Guidelines set out the principles applying to Australian Government departments and agencies undertaking
information and advertising campaigns.
2. Government information and advertising campaigns with expenditure in excess of $250,000 must be reviewed by the
Auditor-General, who will report on the proposed campaign’s compliance with these Guidelines. A Minister responsible for a
campaign with expenditure of $250,000 or less may ask the Auditor-General to review that campaign’s compliance with
these guidelines where the campaign is of a sensitive nature or the Minister considers that such review is appropriate.
Underlying Principles
3. The underlying principles governing the use of public funds for government information and advertising campaigns
(‘campaigns’) are that:
a. all members of the public have equal rights to access comprehensive information about government policies, programs
and services which affect their entitlements, rights and obligations;
b. governments may legitimately use public funds for information programs or education campaigns to explain government
policies, programs or services and to inform members of the public of their obligations, rights and entitlements; and
c. government campaigns shall not be conducted for party political purposes.
4. Agencies subject to the Financial Management and Accountability Act 1997 (‘agencies’) must comply with the Guidelines.
5. Agencies must also comply with all policies and processes in relation to government campaigns which are issued and
amended from time to time by the Cabinet Secretary or the agency responsible for such policies, currently the Department
of Finance and Deregulation (‘Finance’).
6. Government campaigns can be approved for launching by a Minister only when:
a. the Chief Executive of the agency undertaking the campaign certifies that the campaign complies with the Guidelines
and relevant government policies; and
b. for those campaigns with expenditure in excess of $250,000, the Auditor-General provides a report to the Minister
responsible for the agency undertaking the campaign on the proposed campaign’s compliance with the Guidelines.
7. The Cabinet Secretary can exempt a campaign from compliance with these Guidelines on the basis of a national
emergency, extreme urgency or other extraordinary reasons the Cabinet Secretary considers appropriate. Where an
exemption is approved, the Auditor-General will be informed of the exemption and the reasons for the decision will be
10
formally recorded and reported to the Parliament.
8. The Government will make publicly available the expenditure for all campaigns commissioned by
any agency.
Definition of Campaign Advertising
9. For the purposes of these Guidelines, government campaigns do not include advertisements for specific jobs, tender
advertising, or other similar routine advertising carried out by government agencies in relation to their operational activities.
10. Campaign costs include those activities involved in the development, production and dissemination of information to the
public about Government programs, policies and matters which affect their benefits, rights and obligations. Examples of
these activities include:
a. the use of market research agencies, public relations consultants, advertising agencies and/or other specialist
consultants in the development of such material; and
b. the production of press, radio, on-line, other electronic media, cinema and television advertisements, audio-visual
material and printed material (pamphlets explanatory booklets, etc).
Guidelines for Campaign Advertising
11. Consideration should be given to information requirements during policy development and program planning. Campaigns
should be instigated only where a need is demonstrated, target recipients are clearly identified and the campaign is based
on appropriate research.
Guideline 1: Material should be relevant to government responsibilities
12. The subject matter of material to be communicated to the public should be directly related to the Government’s
responsibilities. As such, only policies or programs underpinned by legislative authority, appropriation of the Parliament, or a
Cabinet Decision which is intended to be implemented during the current Parliament, should be the subject of an advertising
campaign.
13. Examples of suitable uses for government campaign advertising include to:
a. inform the public of new, existing or proposed government policies, or policy revisions;
b. provide information on government programs or services or revisions to programs or services to which the public are
entitled;
c. disseminate scientific, medical or health and safety information; or
d. provide information on the performance of government to facilitate accountability to the public.
Guideline 2: Material should be presented in an objective, fair and accessible manner
14. The material communicated must be presented in an explanatory, fair, objective and accessible manner. Specifically,
information in campaigns should be directed at the provision of objective, factual and explanatory information and enable
the recipients of the information to reasonably and easily distinguish between facts, on the one hand, and comment, opinion
and analysis on the other.
15. Where information is presented as a fact, it should be based on accurate, verifiable facts, and expressed in conformity with
those facts. No factual claim should be made which cannot be substantiated. When making a factual comparison, the
material should not attempt to mislead the recipient about the situation with which the comparison is made and it should
state explicitly the basis for the comparison.
16. Pre-existing policies, products, services and activities should not be presented as new.
17. Special attention should be paid to communicating with any disadvantaged individuals or groups which are identified as
being within the designated target audience. Particular attention should be given to the communication needs of young
people, the rural community and those for whom English is not a convenient language in which to receive information.
18. There should be recognition of the full participation of women, ethnic and Aboriginal and Torres Strait Island communities in
Australian society by realistically portraying their interests, lifestyles and contributions to Australian society. Care should be
taken that this is not done in a stereotypic way.
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Guideline 3: Material should not be directed at promoting party political interests
19. Material should be presented in a manner free from partisan promotion of government policy and political argument, and in
objective language. The dissemination of information using public funds should not be directed at fostering a positive
impression of a particular political party or promoting party political interests. Dissemination of information may be perceived
as being party-political because of any one of a number of factors, including:
a. the content of the material - what is communicated;
b. the source of the campaign - who communicates it;
c. the reason for the campaign - why it is communicated;
d. the purpose of the campaign - what it is meant to do;
e. the choice of media - how, when and where it is communicated;
f. the timing, geographic and demographic targeting of the campaign;
g. the environment in which it is communicated; or
h. the effect it is designed to have.
20. The information and material presented in a campaign should not:
a. mention the party in government by name;
b. directly attack or scorn the views, policies or actions of others such as the policies and opinions of opposition parties or
groups;
c. include party-political slogans or images;
d. be designed to influence public support for a political party, a candidate for election, a Minister or a Member of
Parliament; or
e. refer or link to the websites of politicians or political parties.
Guideline 4: Material should be produced and distributed in an efficient, effective and relevant manner, with due regard to
accountability
21. Campaigns should be justified by a cost/benefit analysis which would be best done after preparation of the communications
strategy and consultant briefs. The nature of the campaign, including the method, medium and volume of the publicity
activities, should be justified in terms of society’s needs, efficiency and effectiveness, and there should be a clear audit trail
regarding decision making.
22. Existing procurement policies and procedures for the tendering and commissioning of services and the employment of
consultants should be followed.
Guideline 5: Advertising must comply with legal requirements
23. Campaigns and related material, the manner of presentation and the delivery of the campaign must comply with all relevant
laws including:
• laws with respect to broadcasting and media;
• privacy laws;
• intellectual property laws;
• electoral laws;
• trade practices and consumer protection laws; and
• workplace relations laws.
24. Distribution of unsolicited material should be carefully controlled. The information conveyed should clearly and directly affect
the interests of recipients.
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Appendix B
Overview of the Campaign Activity Approval and Review Process for Departments and
Agencies
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Appendix C
Auditor-General’s Reviews
The Auditor-General certified the compliance of the advertising campaigns listed below during the period 1 July 2008 to
31 December 2008 as per the Guidelines.1 The associated review reports are available on the ANAO website at
www.anao.gov.au.
• Climate Change Household Action Advertising Campaign - Phase One
• Quarantine Matters Campaign (November-December 2008)
• First Home Saver Account Advertising Campaign (September - December 2008)
• 2008 Liquids, Aerosols and Gels Technology Trials Advertising Campaign
• 2008 SmartGate Public Information Campaign (October 2008)
• 2008 Liquids, Aerosols and Gels Technology Trials Advertising Campaign - Video News Release
• Australian Better Health Initiative Campaign (October 2008 - June 2009)
• Australian Better Health Initiative Campaign (October 2008 - June 2009) - Materials in Languages other than English
• National Skin Cancer Awareness Campaign (Summer 2008 - 2009)
• Defence Force Recruitment Campaign (November 2008 - June 2009)
• Australian Better Health Initiative Campaign (October 2008 - June 2009) - Indigenous communication materials
• National Binge Drinking Campaign (November 2008 - June 2009)
• Smartraveller Public Information Campaign (November 2008 - June 2009)
• Economic Security Strategy Campaign Phase 1 (November - December 2008)
• Economic Security Strategy Campaign Phase 1 (November - December 2008) - materials in languages other than English
• National Binge Drinking Campaign (November 2008 - June 2009) - Radio Commercial in Languages other than English
• Defence Force Recruitment Campaign (November 2008 - June 2009) - Navy Television Commercial
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1
The Auditor-General also certified the compliance of the Child Care Tax Rebate Campaign in June 2008.
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