ooh! Media Advertisement Content Policy 1. Policies

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1 ooh! Media Advertisement Content Policy ooh! Media Pty Limited and its related entities (ooh! Media) takes its responsibility to the community it operates in seriously. ooh! Media is committed to ensuring that the advertising it displays across all its formats adheres to the relevant advertising codes in Australia. ooh! Media has developed this ooh! Media Advertisement Content Policy (the Policy) to ensure the advertising it displays on its advertising sites does not cause offence to the community or create safety issues. 1. Policies 1.1 ALL ADVERTISING Any advertising that is advertised on ooh! Media s sites (whether digital or static or otherwise): MUST: Comply with Commonwealth law and the law of the relevant State or Territory legislation. Comply with all relevant advertising industry codes of practice (and their associated practice notes and guidelines), including the following: Australian Association of National Advertisers (AANA) Code of Ethics; AANA Environmental Claims in Advertising and Marketing Code; AANA Code for Advertising and Marketing Communications to Children; AANA Food and Beverages Advertising and Marketing Communications Code; AANA Best Practice Guideline Responsible Marketing Communications in the Digital Space; Australian Food and Grocery Council Quick Service Restaurant Initiative; Australian Food and Grocery Council Responsible Children s Marketing Initiative of the Australian Food and Beverage Industry; Australian Quick Service Restaurant Industry Initiative for Responsible Advertising and Marketing to Children; Alcohol Beverages Advertising (and Packaging) Code (ABAC); Outdoor Media Association (OMA) Alcohol Advertising Guidelines; Federal Chamber of Automotive Industries Voluntary Code of Practice for Motor Vehicle Advertising; Therapeutic Goods Advertising Code; and Weight Management Industry Code of Practice, (together, the Codes). Comply with any special conditions provided as part of our Media Contract with you; Comply with the contractual agreements ooh! Media has with individual landholders, which may include the prohibition of advertising promoting specific products, services or messages; and Only promote a legal product or service. 1

2 Depict violence (unless it is justified within the context of the product or service being advertised); Be explicit, obscene or offensive, cause offence or be likely to inflame tensions in the community between religious, racial groups or ethnic groups; Cause ooh! Media to breach any obligations to third parties, such as site owners or installers or raise work health and safety concerns at sites; Be misleading or deceptive or likely to mislead or deceive; Portray people or depict material in a way which discriminates against or vilifies a person or section of the community on account of race, ethnicity, nationality, gender, age, sexual preference, religion, disability, mental illness or political belief; Employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people; Treat sex, sexuality and nudity without sensitivity to the relevant audience; Contain strong or offensive language or any language that is likely to denigrate, insult or offend, particularly if combined with sexual images; and Normalise, perpetuate or promote unsafe behaviour; Depict smoking, cigarettes or illegal drug use (unless the depiction is in the context of a community service or government campaign). 1.2 SENSITIVE ADVERTISING Where an advertisement: ooh! Media: has the potential to create significant tension in the community given all the circumstances (including the political, social or environmental context); or raises work health and safety concerns for ooh! staff or the public; raises concerns for the preservation of ooh! sites or signage; runs the risk of significant impact on ooh! s business, brand or image, will refer such advertising to its Content Review Committee (described further in paragraph 2.1(c) below); and reserves the right to reject, suspend or remove such advertising, even if it is deemed by ooh! Media or the OMA not to breach the Codes. The following special conditions will also apply on specific ooh! formats. 1.3 ALCOHOL ADVERTISING MUST: Be approved by the ABAC Alcohol Advertising Pre-Vetting Service (AAPS). A copy of the approved AAPS form must be supplied to ooh! Media when the creative is supplied; Meet the OMA s Alcohol Advertising Guidelines that limit the advertising of alcohol products on fixed signs located near a primary or secondary school; and Present a mature, balanced and responsible approach to the consumption of alcohol. Encourage excessive consumption or abuse of alcohol; Promote underage drinking or offensive behaviour; Have strong or evident appeal to children or adolescents and adults appearing in advertisements must be over 25 years of age; 2

3 Suggest the consumption of alcohol can change a mood or environment; Depict any association between alcohol and the operation of motor vehicles, boats, aircraft or sporting activity; and Challenge or dare people to drink a certain brand or type of alcohol. 1.4 OOH! ROAD ADVERTISING MUST: Contain text of no less than 150mm in font size, to ensure it is legible at a safe distance. Carry traffic lights or road and safety sign impersonations; Include traffic safety words such as Stop, Halt or Give Way ; Have flashing lights or reflectors; Contain moving parts; and Direct or provide instructions to commit any illegal act on the road. 1.5 OOH! FLY ADVERTISING The airport authorities must approve all creative due for display on all airport sites prior to installation. ooh! will advise of approval/non-approval within 5 working days. Print of static material must not proceed without airport approval and installation of all sites will not proceed unless approval has been granted. The advertiser/advertising agency is responsible for providing the creative for approval to ooh! The airport authorities maintain strict controls over the subject matter and general appearance of all advertisements. The guidelines forming the basis on which advertising copy may be rejected are set out below. These guidelines are not meant to be exhaustive and may be added to, amended or varied from time to time throughout the period of the License Agreement: All advertising shall comply with the relevant Commonwealth and State legislation. All advertising shall comply with voluntary codes of conduct established by the advertising industry. The advertising of cigarettes and tobacco products, including any reference to brand names or to smoking is not permitted. The advertisement should not display any obscene or offensive material or any material with political, religious or racial overtones nor hold any exhibition of obscene or offensive nature or with political, religious or racial overtones. Advertising that is, or is likely to be, offensive (as decided by the airport authority) is not permitted. Advertising that imitates or may be confused with, terminal directional or information signs, either by shape, size or colour is not permitted. Advertising that does not conform to a standard considered suited to a prestige location is not permitted. The licensee must not display any advertisement that would be in conflict with the retailing objectives or would prejudice the interests of the retailers, airlines, service providers and franchisees operating in the terminal. Advertising shall not conflict with the Terminal directional signage.- Advertisements should be made up of approximately 80% pictorial content and 20% advertising copy. Foreign language content within the advertisement will be permitted only where a translation in English appears of the same size. 3

4 Advertising must be suitable for exhibit for all ages. Suitable suggests that while the products may not be appropriate for use by children the advertisement presentation must be morally or ethically correct. Advertising must avoid text messages in areas adjacent to safety information, security checkpoints and arrival and departures informational signage. Advertising should not attempt to duplicate or imitate airport graphic text or symbol standards in any type, style, colour or layout. Terminal directional and informational signage should have preference over advertising graphics if issues of congested signage and information overload occur. Advertising must avoid prices being highlighted or prominent in creative. Prices may be featured only within the text of the ad and in standard size font. Advertising should not promote any form of gambling. In addition, the following guidelines apply to advertising on sites at Qantas terminals: No reference to political or religious or any other potentially controversial advertising. No price based advertising. No naming of competitor airlines, products or services. No photos of competitor aircraft, brand or product. No reference to relationships, loyalty agreements, frequent flyer programmes with or utilising competitor airlines. No retail brands to be placed within reasonable proximity of a competitive retail outlet within the terminal. Retail precincts cannot be named on a retail brand s creative. Retail brands cannot name a major department store on their creative (eg Myer or David Jones). 1.6 OOH! STUDY ADVERTISING All creative due for display on all ooh! Study sites must be approved by campus partners prior to installation (which they may withhold at their absolute discretion). ooh! Media will advise of approval/non-approval within three working days of submission of the creative. Static material will not be printed and installation of all sites will not proceed unless approval has been granted. The advertiser or advertising agency is responsible for providing the creative for approval to ooh! Media. 1.7 OOH! RETAIL ADVERTISING Direct shoppers to leave the shopping centre in which the advertising material is displayed (the Shopping Centre). Promote a third-party shopping centre that competes with the Shopping Centre. Advertise any retailer that is a competitor of a retailer in the Shopping Centre (excluding particular retail or product brands). Display an advertisement for a tenant of the Shopping Centre in the proximity of a competitor tenant from the same Shopping Centre. 4

5 Display objectionable images as deemed by the Shopping Centre or ooh! Retail (at the absolute discretion of either). Advertise an internet retailer, product or service that is not available for sale within the Shopping Centre. Advertise in another language unless the advertisement includes an English translation. Advertise in Victoria or South Australia a computer game that is classified R OOH! VENUE ADVERTISING Include any reference to any direct competitors. 2. Processes All advertising other than digital advertising proposed for display on ooh! Media s sites must be submitted at least three weeks before the proposed display date unless otherwise agreed by ooh! Media. All digital advertising must be submitted at least two weeks prior to the proposed display date unless otherwise agreed by ooh! Media. 2.1 CONTENT REVIEW PROCESS Once the advertisement has been submitted to ooh! Media, ooh! Media will assess the advertisement against the Codes, this Policy and via ooh! Media s Content Review Committee. If ooh! Media considers any advertisement not to comply with the Codes or this Policy, the advertisement may be rejected at ooh! Media s absolute discretion and the advertiser may be given reasons why the advertisement has been rejected. Any advertisement that ooh! Media considers not to comply with the intention or spirit of the Codes or this Policy may also be rejected at ooh! Media s absolute discretion. In the event that there is uncertainty as to whether the advertisement complies with the Codes or this Policy (or the intention or spirit of the Codes or this Policy), ooh! Media will conduct an internal review regarding the proposed advertisement involving a cross-section of staff of varying ages and both genders (the Content Review Committee). A quorum will be met if the committee comprises at least 6 members including two business managers and one legal advisor. If a unanimous decision cannot be reached via the Content Review Committee or the advertisement relates to sensitive advertising (as described above in paragraph 1.2), the review will also be extended to ooh! s CEO, COO and legal advisors. If a unanimous decision still cannot be reached following this procedure, ooh! Media may seek copy advice from the OMA and the Advertising Standards Board (ASB) in relation to the display of the advertisement. If the OMA advises ooh! Media that the advertisement will likely breach any of the Codes, ooh! Media may reject the advertisement, suspend the display of the advertisement or remove the advertisement. ooh! Media reserves its rights to reject or suspend any advertisement at its absolute discretion and ooh! Media cannot guarantee that the ASB will agree with decisions made about content by the ooh! Media or the OMA. All decisions made via the review process will be recorded by way of a register of all responses. 5

6 2.2 COMPLAINT PROCESS ooh! Media will investigate any complaint received from members of the public and will also refer any complaint to the ASB and the relevant advertiser. ooh! Media will take steps to immediately (or as soon as reasonable taking into account any workplace health and safety concerns) remove content from its sites if: upon investigation of the complaint ooh! Media is of the opinion that the advertisement contravenes any of the Codes of this Policy; the ASB requests ooh! Media removes the advertisement from its sites or the content has been the subject of an upheld complaint; or a property owner, shopping centre or government authority directs ooh! Media to do so or determines that an advertisement has breached agreed contractual agreements. 2.2 CONTENT DISCLAIMER This Policy is issued to provide practical guidance to advertisers. It does not constitute legal advice and as such advertisers and media agencies are encouraged to seek professional and or legal advice in respect of any advertising they propose to submit to ooh! Media. Advertisers and media agencies remain solely responsible and liable for their advertisements. The information contained in this Policy may change, and although we attempt to ensure that the content is current and correct, we do not guarantee its currency as there may be delays, errors or omissions. ooh! Media reserves the right to make modifications of any nature to the information contained in this Policy. 6

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