Complaints about PR led campaigns to be assessed by Ad Standards Board from next year

Gloster

Public relations will now fall under the Advertising Codes of Ethics after The Australian Association of National Advertisers revised its definition of advertising and marketing communication to include relevant direct-to-consumer PR materials.

The revised definition will see material such as social media promotion, blogging and tweeting on behalf of a brand fall under the Codes of Ethics, which act as a guide for how advertisers can and can’t do with their assets.

Changes will come into effect next year and will mean complaints around direct-to-consumer PR led campaigns will be assessed by the Australian Standards Bureau as part of the advertising and marketing industry’s current system of advertising self-regulation.