AUCKLAND, Today: The out-of-home industry has united through the Outdoor Media Association to take an active role in minimising exposure of restricted messaging to children and young people through the industry Placement Policy.
The OMANZ policy aims to ensure that all industry members are aware of and comply with community expectations in relation to the placement of out-of-home advertising. It is designed to work in conjunction with the OMANZ Code of Conduct and industry self-regulatory codes that govern the content of ads.
Developed in consultation with the Advertising Standards Authority, the Association of NZ Advertisers) and the Food Industry Taskforce, the sector says it has taken this initiative to ensure the industry is operating in the best interest of the community.
The policy includes imposing restrictions including:
- Products that are illegal for sale to minors cannot be located within a 300-metre sightline of the main entrance to a primary, intermediate, or secondary school.
- The same self-imposed restriction will apply to something called “occasional foods and beverages”.
“Products that are illegal for sale to minors cannot be located within a 300m sightline of the main entrance to a primary, intermediate, or secondary school.”
OMANZ GG Natasha O’Connor said: These policy features, as agreed by our members, are the most effective ways to ensure that signs are not legible from school grounds or as children travel to and from school, and are some of the most stringent globally [Australia observes a 150m sightline, and the UK’s is 200m.
ASA ceo Hilary Souter said: “It is great to see self-regulation in action with the sector taking this initiative to support responsible ad placement and assist advertisers and agencies with code compliance.”
“The OMANZ placement policy illustrates that the out-of-home industry acknowledges its responsibility to operate in a manner that is in line with community expectations, and as such, has proactively introduced this new self-regulating policy.”
The OMANZ placement policy will come to effect next week, on Wednesday 1 July.
OMANZ Members
JCDecaux, oOh! Media, Media5, QMS, Ad-Vantage Media, Bekon Media.
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