Advertising Code of Conduct

Queensland Government Advertising Code of Conduct

As the basis for the development of communication campaigns, Queensland Government departments must observe a State Cabinet endorsed Advertising Code of Conduct.

Campaigns should be planned, developed, implemented, funded and evaluated in accordance with the Code of Conduct, taking into account the following:

1. There must be a direct and obvious benefit to the people of Queensland.
   
2. Advertising must be directed at, and focused on, the sections of the community to which it is relevant. It must have an educative or informative role dealing with something that is new or about which the community is unaware or promote Queensland's social and economic development. For example, the Four Millionth Queenslander Campaign - four million good reasons to invest in Queensland; or campaigns to promote confidence in the Queensland health system.
   
3. The clear benefit from any Government advertising must be in its informative or educative role so that there can be no perception of any party-political benefit.
   
4. There should be no advertising within six months of the scheduled date for an election unless there is an urgent emerging issue.
   
5. Money designated for service delivery in a State Budget must not be diverted to the cost of advertising.
   
6. In relation to Point 4, it is not practical or desirable to effectively prohibit all advertising in the lead-up to an election. To assist in determining which advertising should cease, the following information is provided:
   
   a) Normal advertising associated with departmental programs, initiatives or projects is still possible so that such activities are not curtailed (e.g. community consultation or communicating project specific information).
   
   b) Social education information (e.g. road safety campaigns, health campaigns, any emergency service information) is still allowed.
   
   c) Whole-of-Government campaigns, which usually focus on particular initiatives of the Government, need to be carefully considered in the six month period.

It should be noted in relation to (c), that the code does provide for urgent emerging issues (e.g. new laws) to be addressed through advertising if required.