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Amplified voices, but they are speaking to the wrong people. Why the complaint system for unacceptable advertising in Australia is not working
van Putten, Katherine Jones, Sandra C.
van Putten, Katherine
Jones, Sandra C.
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Abstract
This exploratory study highlights the lack of public awareness of the role of the Advertising Standards Board (ASB) in the process of handling complaints about unacceptable advertising in Australia. Results show that only a small proportion of Australian adults know that the ASB are the appropriate complaints handling body. This lack of awareness is evident even among those who have made a complaint about advertising (generally to a less appropriate body). This highlights the need for an education campaign to inform the general public how to make a complaint about inappropriate advertising, and who to make a complaint to. Empowering the general public in relation to this issue, has the potential to result in a complaints handling system that is accessible and equitable to all members of the community.
Keywords
Date
2008
Type
Conference paper
Journal
Book
Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2008
Volume
Issue
Page Range
1-6
Article Number
ACU Department
ACU Engagement
Collections
Relation URI
DOI
Source URL
Open Access Status
Open access
License
All rights reserved
File Access
Open
Notes
Bronze open access.