Advertising Guidelines.indd - NSW Strategic Communications

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TABLE OF CONTENTSPurpose and Objectives ................................................................................. 3Application .................................................................................................... 3General Principles ......................................................................................... 3Appropriate use of NSW Government advertising ....................................... 4Inappropriate use of publicly funded advertising ......................................... 4Roles and Responsibilities ............................................................................. 4Government Departments ......................................................................... 4Director General and Chief Executives ....................................................... 5Ministers .................................................................................................. 5Department of Premier and Cabinet ........................................................... 5Advertising Categories and Definitions ............................................................ 6Recruitment Advertising ............................................................................ 6Public Notices .......................................................................................... 6Public Awareness Advertising .................................................................... 6Use of NSW Government Logo and Authorisation of Advertisements ............... 6NSW Government Logo ............................................................................ 6Television ................................................................................................. 6Radio ....................................................................................................... 7Quarantine Period Prior to State Elections ...................................................... 7Communicating with Culturally and Linguistically Diverse Audiences ................ 7Captioning of Advertising and Public Information Videos ................................. 7Media Placement and Booking ....................................................................... 7Review and Approval of Advertising ................................................................ 8Advertising Peer Reviews .......................................................................... 8Creative Advertising Agency Engagement ....................................................... 8Recruitment Advertising Services ................................................................... 9Related Government Recruitment Procedures and Policies ........................ 9Important Public Information Notices .............................................................. 9NSW Government Noticeboard ................................................................. 9Government Tenders ................................................................................ 9Evaluation and Reporting of Advertising .......................................................... 9Monitoring and Exemptions to Advertising Policy ............................................ 10Contact Details for Further Information ........................................................... 10Related Advertising Documents ..................................................................... 10AppendixSocial Media Model Guidelines .................................................................. 11Department of Premier and CabinetLevel 11, Bligh House4-6 Bligh StreetSydney NSW 2000www.advertising.nsw.gov.au
Purpose and ObjectivesThe NSW Government aims to ensure thatcommunications across all agencies are wellcoordinated, effectively managed and responsiveto the diverse information needs of the public. Theprinciples and procedures to be followed by NSWGovernment agencies when planning and implementingall advertising activities are outlined within.This document seeks to provide clear explanation ofthe frameworks in place and services provided to assistagencies achieve maximum effectiveness and value formoney through their activities.These Guidelines incorporate all current advertisingpolicies and requirements as previously issued throughPremier’s Department Circulars and Memoranda.ApplicationGovernment advertising policies apply to allDepartments, Statutory Bodies, Declared Authoritiesand Public Trading Enterprises as well as Sydney WaterCorporation. Other State Owned Corporations are notsubject to the requirements but may make use of theNSW Government media booking contracts and otheradvertising and communications services provided byDepartment of Premier and Cabinet to achieve value formoney outcomes.General PrinciplesThese Guidelines operate from the understanding thatadvertising can play an important role in efficiently andeffectively achieving public policy goals in New SouthWales.The NSW Government has an obligation to informall people in NSW about their rights, obligations andentitlements. The government may legitimately usepublic funds to inform the public of these rights andobligations, as well as explain government policies,programs, services and initiatives.The following standards and principles should alsobe observed by all NSW Government agencies whenplanning, developing and managing advertisingactivities:• Compliance with all relevant state and federalprivacy, electoral, broadcasting and media lawsthroughout every stage of the development,production and dissemination of the advertising;• Accuracy in the presentation of all facts, statistics,comparisons and other arguments. All statementsand claims included in advertisements must be ableto be substantiated;• Advertising is to be presented in an objective, fairand accessible manner;• A reasonable person should not interpret themessage as serving party political interests. NSWGovernment advertisements are to be clearlydistinguishable from party political messages andinclude authorisation tags in accordance with theBroadcast Services Act 1992;• Sensitivity to cultural needs and issues whencommunicating with people from diverse ethnic orreligious backgrounds;• The maintenance of the highest standards ofdecency and good taste in the portrayal of genderand sexuality;• Awareness of the communication requirements forpeople with a disability;• Compliance with all relevant NSW Governmentprocurement policies;• Communications are produced and disseminatedby the most appropriate and environmentallyresponsible means taking into consideration the sizeand location of the target audience; and• The audience should have a convenient meansof contacting the originating NSW GovernmentDepartment so that complaints, questions,comments or requests for further information maybe dealt with promptly.The NSW Government is responsible for ensuringequity, probity, appropriateness and accountability inall activities that may form part of its communicationstrategies.NSW Government Advertising Guidelines (August 2011) Page 3
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Advertising Guidelines.indd - NSW Strategic Communications

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