Australian Advertising Guidelines – What you need to know

Jul 9, 2020

What you need to know

The Australian Digital Advertising Practices have been designed and created by a cross-industry team of advertisers, agencies, digital publishers, ad tech vendors and subject matter experts. They have been created to ensure that Australian advertising is a trustworthy source of consumer information. As marketers and advertisers, it is important to regularly keep up to date with these practices to ensure the advertisements we offer our consumers are in line with the Australian system.

These guidelines aim to:

Educate: to provide a common understanding of the digital advertising ecosystem and therefore dispel common misunderstandings.

Encourage shared responsibility: to ensure advertisers, agencies, publishers, and digital platforms have shared insights and responsibilities for digital spends and outcomes.

Enable trust and confidence: to build confidence and trust in advertising.

So what are the Australian Digital Advertising Practices?

The Australian Digital Advertising Practices are defined as “a starting point for advertisers, agencies, ad tech vendors and digital publishers to resolve how they will operate together”. They were created in 2018 and will continue to be built upon as the industry changes.

The following principles helped guide the approach taken to the create the Australian Digital Advertising Practices:

It is important to understand that the Australian Advertising Practices are designed to inform and educate participants to ask the right questions and make informed decisions. They also aim to put the accountability for a solution into the hands of the participants. They are practical and for everyday use. As well as being flexible to fit the needs of an individual advertiser or a partner and they are available to all. Most importantly they have been designed for Australia and the way we work. 

The 5 Models

There are five topics covered in the guidelines. Each of these represents an important part of Australian advertising.






The Digital Value Chain: represents a complex ecosystem of interconnected technologies and services. This value chain allows us marketers and advertisers to market through multi-channel funnels. An example of this chain is:

Viewability: is defined as “the opportunity for digital advertising to be seen by a human within a recognised time frame.” It is important to define your measurement standards, the MRC standard is 50% of the ad unit in view for one second for display. For video, the standard is 50% of the ad unit in view for two continuous seconds. However, a bespoke standard may be a better fit for your campaign.

Ad Fraud and Brand Safety: Ad fraud is the practice of fraudulently representing online impressions, clicks, conversions or data to generate revenue. Brand safety refers to exposure to an environment and/or context that will be damaging or harmful to the brand. It is an advertiser’s responsibility to define what it views as acceptable levels of risk regarding brand safety, where risk is defined as strategic, operational, financial, or regulatory.

Data Governance: There are three types of data;

First Party Data: your own data gathered from your website. Includes data in your CRM, your subscriptions, and your social media.

Second Party Data: Is another company’s first party data, that has been shared for the purpose of creating audience segments or insights for the brand’s use.

Third Party Data: data that has been sourced and aggregated by a company that was not the original collector of the data and then made available for sale to a brand or platform.

Consumer Privacy:  it is important to maintain best practices of privacy and security controls to comply with the law reduces the chance of reputational damage from a data or cyber breach.

The 6 steps of ensuring best practice for consumer privacy are:

1.       Manage consumer consent and control: champion the user experience

2.       Proactively manage privacy protections: be forward thinking

3.       Practice data minimisation

4.       Ensure compliance with data breach laws

5.       Manage data protections in your advertising tech stack

6.       Ethically and transparently sourced data

Our Advice:

At NLOM we value honesty and transparency, we are always striving to stay up to date with best practice guidelines across marketing and advertising bodies in Australia. We recommend always staying up to date with best practice guidelines and always seeking to understand how Australian advertising is progressing.

If you want to learn more about best practices go here:

Created with thanks to:

Association of National Advertisers (AANA)

Interactive Advertising Bureau (IAB Australia)

Media Federation of Australia (MFA)

If you have any questions, please feel free to contact the NLOM team for some more insights.