Advertising Laws and Guidelines in Australia for Bounce Fitness

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Execute an Advertising Campaign

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Task 1
Answer a)
In Australia, corporations and individuals have to be aware of various Federal and State anti-
discrimination laws to avoid discrimination. The advertisements for accommodation,
employment, goods and services, and others should not be discriminative. The Anti-
Discrimination Act 1977 (NSW) provides various provisions for avoiding discrimination in the
advertisement based on sex, age, disability, race, colour, religion, and others. Section 51 of
the act prohibits advertisers from publishing, broadcasting or displaying any advertisement
which indicates to violate anti-discrimination laws (Legislation, 2018).
Answer b)
The Australian Consumer Law (ACL) provides guidelines for advertisers to ensure the
protection of customers. The Competition and Consumer Act 2010 (Cth) provides key
provision for advertisers. Section 29 prohibits parties from making any claims in
advertisements which are misleading or deceptive or likely to mislead or deceive. Moreover,
corporations using social media sites and online reviews have to ensure that they are
accurate, and they did not mislead customers. Section 32 prohibits corporations from
promoting any offer, gift or prize which they did not intend to provide. Thus, these laws are
applied to protect the rights of customers (Richards et al., 2012).
Answer c)
The Australian Copyright Act 1968 provides key provision for advertisement in Australia.
This act provides the original work from being copied by another. This law is based on the
“plus 70” law under which the work of an author is protected after 70 years of his/her death
(Austlii, 2018). While advertising, corporations cannot copy other’s work since it is
prohibited under this act. Advertisers have to ensure that their work is original, or they have
paid for using another person’ work while advertising the same.
Answer d)
The Australian Association of National Advertisers (AANA) is a self-regulatory body which
has provided various codes which advertisers have to comply with. AANA has provided a

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Code of Advertising and Marketing to Children, Wagering Advertising, Food and Beverages
Code, Environmental Claims Code and others. These codes guide advertisers to ensure that
they ethically do their job in order to avoid legal consequences (King et al., 2013). These
ethical guidelines ensure that advertisers are not discriminating, and they did not violate
moral duties towards the society.
Answer e)
The Competition and Consumer Act 2010 (Cth) provides that when customers buy a product,
then it comes with automatic guarantees based on which they have consumer rights if they
purchase something which is not right. The products which are under $40,000 are governed
under the guarantee. Moreover, produced over $40,000 which are bought for personal or
household use is also covered in the guarantee. While advertising the products, advertisers
have to consider these policies. Section 18 prohibits parties from making claims in
advertisements which are misleading or deceptive based on which they have the guarantee
to return the product and get back their money (ACCC, 2018). They can also claim
compensation if the products are not the same as advertised under section 29.
Answer f)
Australia’s Privacy Amendment Act of 2012 focuses on protecting the privacy of individuals
in advertising. Online behaviour advertising which is used by corporations in which personal
information of customers is used comes within the provisions of this act. As per the latest
amendments in this act, the advertisers have identified information regarding the personal
information which they hold, collect, use and disclose. Online behavioural adverting (OBA)
uses sensitive data of customers which are collected from cookie and activities of customers
(APH, 2018). The Privacy Act applies to this situation under which advertisers have to ensure
that they did not violate the privacy of customers.

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Task 2
Factors affecting implementation of the campaign
There are various factors which could affect the implementation of the advertisement
campaign of Bounce Fitness. Successful advertising campaign is based on effective planning,
design, and execution. Firstly, the issue is defining the objective of the campaign in order to
identify its purpose. Without knowing what the company wanted to achieve with the
advertisement campaign, it cannot become successful (Sharma, Bhosle and Chaudhary,
2012). Another problem is coming up with a message which is hard to ignore by customers.
In case of Bounce Fitness, there is a wide range of fitness organisations which provide a
similar experience to customers. Therefore, the success of the implementation of the
advertisement campaign is affected by the fact whether the company has come up with a
strong message for its audience. Social media strategy could adversely affect the
implementation of the advertisement campaign of Bounce Fitness. The company should
focus on effective social media interactions with customers to ensure the success of the
campaign.
Contingency Plan
Activities which will be
performed/ Weeks
1 2 3 4 5 6 7 8
Marketing research
Defining goals and
objectives
Segmentation,
targeting, and
positioning
Marketing Mix
Evaluation of the errors
and omission in STP