A 'how-to' guide for publishers to avoid breaking the laws on advertising has been launched by the Australian Competition and Consumer Commission and the Australian Publishers' Bureau.
"Publishers are in the firing line over advertisements appearing in their publications," ACCC Deputy Chairman, Mr Allan Asher, said today in Sydney while launching ADVERTISEMENTS: Minimising the risks for publishers. "They have an obligation to detect and refuse commercial messages which appear misleading or otherwise in breach of the Trade Practices Act.
"If they don't, they risk being held liable with the business that placed the ad and may suffer the consequences, including heavy monetary penalties.
"The risk for publishers will be minimised it they and their staff understand and sensibly apply the warnings contained in this booklet."
APB Executive Director, Mr Victor Flattery, said the book would help publishers, advertising mangers, production managers, advertising sales representatives - indeed all involved in accepting or placing ads - understand their obligations.
"This booklet is very specific as it deals only with those parts of the Act of direct concern to publishers and their staff. It clearly states their individual and collective responsibilities to make every effort to ensure ads carried by them are truthful and not misleading or deceptive.
"It is in their own best interests and, more importantly, the consumer protection interests of their readers."
Today's launch is the first stage of a new role for the Bureau and will be followed by a series of presentations to publishers' staff about the Act and also an advisory service for advertisements referred to the Bureau by publisher members and their publications.
"Publishers are in the firing line over advertisements appearing in their publications," ACCC Deputy Chairman, Mr Allan Asher, said today in Sydney while launching ADVERTISEMENTS: Minimising the risks for publishers. "They have an obligation to detect and refuse commercial messages which appear misleading or otherwise in breach of the Trade Practices Act.
"If they don't, they risk being held liable with the business that placed the ad and may suffer the consequences, including heavy monetary penalties.
"The risk for publishers will be minimised it they and their staff understand and sensibly apply the warnings contained in this booklet."
APB Executive Director, Mr Victor Flattery, said the book would help publishers, advertising mangers, production managers, advertising sales representatives - indeed all involved in accepting or placing ads - understand their obligations.
"This booklet is very specific as it deals only with those parts of the Act of direct concern to publishers and their staff. It clearly states their individual and collective responsibilities to make every effort to ensure ads carried by them are truthful and not misleading or deceptive.
"It is in their own best interests and, more importantly, the consumer protection interests of their readers."
Today's launch is the first stage of a new role for the Bureau and will be followed by a series of presentations to publishers' staff about the Act and also an advisory service for advertisements referred to the Bureau by publisher members and their publications.