2021 OMA Annual Report
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Outdoor Media Association<br />
49<br />
ANALYSIS<br />
COMPLAINTS BY MEDIA (%) <strong>2021</strong><br />
MEDIA <strong>2021</strong><br />
App 0.45%<br />
Billboard 1.03%<br />
Billboard – Digital 0.49%<br />
Billboard – Interactive 0.02%<br />
Billboard Mobile 0.11%<br />
Cinema 0.17%<br />
Email 0.68%<br />
Flying banner 0.06%<br />
Internet 2.93%<br />
Internet – social media 8.43%<br />
Mail 0.64%<br />
Outdoor 0.49%<br />
Packaging (alcohol) 0.58%<br />
Poster 1.18%<br />
Print 0.90%<br />
Promotional material 0.81%<br />
Radio 3.17%<br />
SMS 0.36%<br />
Stadium/arena 0.04%<br />
Transport 0.53%<br />
TV – free to air 65.54%<br />
TV – on demand 5.97%<br />
TV – out of home 1.90%<br />
TV – pay 3.51%<br />
Total 99.99%<br />
Source: Ad Standards (adstandards.com.au)<br />
COPY AND CONCEPT ADVICE<br />
Our copy advice service helps eliminate the likelihood of<br />
a breach by determining whether the proposed advertisement:<br />
— is discriminatory, uses sexual appeal appropriately, adheres<br />
to public safety<br />
— contains violence that cannot be justified in its context<br />
— uses language suitable for a broad audience<br />
In <strong>2021</strong>, the <strong>OMA</strong> reviewed 368 advertisements submitted to<br />
the <strong>OMA</strong> copy and concept advice service.<br />
— 66 were rejected<br />
— 30 were modified to comply with the codes
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