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8.1 Advertising

Principles

The Tasmanian Government may legitimately use public funds for advertising to inform the public of their rights, obligations and entitlements, as well as explain government policies, programs and services. As with any of its communications activities, the Tasmanian Government is responsible for ensuring relevance, accuracy, objectivity, accessibility, compliance and accountability through diligent and appropriate planning.

Definitions

Campaign advertising is a sustained series of advertising used to motivate, inform, educate or change attitudes or behaviour among a broad range of citizens, and can appear in any media or combination of media.

Non-campaign advertising is routine advertising carried out by agencies around their operational activities. This may include - but is not limited to - recruitment, employment, educational courses and enrolment, auctions and tenders, announcements, public and statutory notices and emergency notices.

Policy requirements

All government advertising must be readily identifiable by the target audience as coming from the Tasmanian Government (see section 5.1 Tasmanian Government corporate identity).

Campaign advertising

When planning and procuring campaign advertising, agencies must:

  • comply with the requirements of the Treasurer’s Instructions, including Common Use Contracts and Master Ordering Arrangements (MOAs) for Television, Advertising - Print Media Services for the placement of vacancy notices, tenders and public notices and Radio Advertising
  • ensure the dollar value for campaign procurement includes full cost figures for every stage of production or service (e.g. creative services, production, distribution, advertising etc) and for each communications activity employed (e.g. print, web, television). It is not acceptable to procure services or goods separately – where they are part of a single campaign – with the intention of reducing the value of the procurement and therefore circumventing approval and quotation requirements.

For campaign advertising valued at $50 000 or less (exclusive of GST):

  • Approval to proceed must be given by the head of the relevant agency or his/her delegate after advice from the agency’s communications manager who may require a strategy or planning document. The campaign will be assessed against Policy statement 8.

For advertising campaigns valued at more than $50 000 (exclusive of GST):

  • The campaign must be pre-tested to ensure it meets stated objectives and the results forwarded to the agency communications manager and the Manager - Strategic Communications and Marketing (DPAC).
  • Approval to proceed must be given by the head of the relevant agency or his/her delegate, the agency’s communications manager and the Manager - Strategic Communications and Marketing (DPAC). A campaign strategy or planning document may be required by any of the people with approval authorities. The campaign will be assessed against the criteria contained in the Policy Statement.
  • The campaign must be evaluated by the agency communications manager or delegate to assess its effectiveness in achieving stated policy objectives and the results forwarded to the Manager - Strategic Communications and Marketing (DPAC).

Selling or accepting advertising

It is recommended that agencies consult the Manager - Strategic Communications and Marketing (DPAC) before publishing advertisements in their print and electronic communication materials, or selling advertising space or time to the private sector or to any source outside government, particularly where advertisements are likely to be contentious(see section 8.8 Sponsorship).

Non-campaign advertising

All vacancy notices, tenders and public notices must be placed in the consolidated format in Tasmanian papers, and in interstate, and overseas newspapers and/or journals in accordance with the whole-of-government contract Advertising - Print Media Services for the placement of vacancy notices, tenders and public notices (contract A003).

Exceptions to this include:

  • where there is a recognised need for a display advertisement to be placed in the early general news (EGN) or other non-classified section
  • advertisements that market educational courses.

Where an agency wishes to run a campaign or notice outside the consolidated format, permission must be sought from the Manager – Strategic Communications and Marketing (DPAC) outlining justification for the variation.