TV networks call for clear guidelines covering ads during postal survey

Free TV Australia says it is ‘confused’ how advertising guidelines will apply during the same-sex marriage survey.

The Dads4Kids Father’s Day ad that was pulled from TV.

The group representing free-to-air commercial networks says it is “confused” over how the guidelines on political advertising will apply during the same-sex marriage postal survey after it was criticised for its handling of a ­Father’s Day commercial.

In a letter sent yesterday to the Australian Communications and Media Authority, the acting chief executive of Free TV Australia, Pamela Longstaff, asked for clarity on when ads needed to be politically authorised. Ms Longstaff said her body had been “receiving significant brand damage in the ­application of the ACMA guidelines” after it was revealed by The Australian that a Father’s Day ad from the not-for-profit Dads4Kids was deemed too political to air without an authorisation tag.

The Free TV Australia acting chief asked for ACMA to write an “open letter” to advertisers promoting the guidelines on political content during the same-sex marriage postal survey, their rationale and for both organisations to do “proactive media interviews promoting these guidelines”.

Networks are concerned the confusion over the rules could leave them as the “meat in the sandwich” while the postal survey is conducted, given the broadcast of an ad without the correct political tag is a breach of a free-to-air TV licence condition.

In the letter to ACMA acting chairman Richard Bean, Ms Longstaff reveals that Free TV met ACMA’s broadcasting investi­gations team “regarding the tagging of marriage equality themed ­advertisements”. She says that ­attempts to apply the correct tags to sample advertisements in the meeting were difficult and that a new concept was introduced whereby the “corporate positions” of advertisers on same-sex marriage might need to be considered.

“What the meeting highlighted was how subjective the application of ACMA’s rules are, with both Free TV and ACMA confused on how we should apply the guides to some example advertisements,” she said. “Further, in the meeting ACMA introduced the notion that corporate positions on this issue need be taken into account on whether to tag the advertisements, which is a new concept to us.

“We seek your support in mitigating the negative backlash which is sure to escalate through the period of the postal vote.”

Ms Longstaff suggests a joint program explaining the ACMA rules on political advertising that would produce the guidelines on “one easy to follow web page”.