AANA Best Practice Guideline – Responsible Marketing Communications in the Digital Space

Posted by Lucy Halliday On September 15, 2015 Policy and Regulation

The AANA Best Practice Guideline applies to:

a. Material which draws the attention of the public in a manner calculated to promote or oppose directly or indirectly a product, service, person, organisation or line of conduct and which is: under the reasonable control of the marketer; has an Australian-customer link (ie if any or all of the customers of the product, service etc are physically present in Australia);is communicated via a site or digital platform, or part thereof, which is under the control of an Australian company;user generated content which is communicated via a digital site or platform over which the marketer has a reasonable degree of control.

b. Examples of digital marketing include, but are not limited to: Social networking (e.g. Facebook, LinkedIn, MySpace); Social news sites (e.g. Reddit); Video sharing (e.g. YouTube, Vimeo); Wikis (e.g. Wikipedia, PBwiki); Applications (e.g. Mobile and web based applications); Blogs and microblogs (eg Twitter); Brand websites (including mobile and tablet versions); Instant messaging; Livecasting; Mobile Communications and Messaging (e.g. advertising on mobile devices, SMS, MMS); Online/banner advertising; Online gaming; Photo sharing (e.g. Flickr, Instagram); Pinterest; Podcasts; Proximity marketing; QR codes; Relationship marketing (e.g. consumer email outreach); RSS feeds; and Search engine marketing and optimisation.

Lucy Halliday