In regard to the Australian Government’s Central Advertising System, there are two categories of advertising:
- Non-campaign – typically recruitment advertisements and notices about tenders, grants and public consultations; or
- Campaign – all other forms of advertising.
Advertising campaigns inform the community and/or specific target audiences about their rights, entitlements and obligations and may encourage consideration of issues and provide information about the ongoing business activities of government.
Advertising campaigns with expenditure in excess of $250,000 are subject to the Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies (March 2010) [ 271 KB]
Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies (March 2010) [103 KB]
In very broad terms, the process for the development and launch of campaigns with expenditure in excess of $250,000 is:
- the Minister of the relevant department or agency (Agency) agrees to the development of a campaign, subject to funds being available;
- the Agency informs the Department of Finance and Deregulation (Finance) of the impending advertising campaign;
- Finance can assist the Agency in the selection of the research consultant from the Communications Multi-Use List to inform the communication strategy, and in the selection of other communications consultants (such as the creative agency and Non-English Speaking Background communications consultants);
- the Agency develops the campaign, which is reviewed at different stages by the Peer Review Group (PRG) and Independent Communications Committee (ICC);
- the Minister of the Agency developing the campaign approves the launch of the campaign after receiving the Chief Executive’s certification.
All departments and agencies subject to the Financial Management and Accountability Act 1997 are required to place their campaign advertising through master placement agency, Universal McCann (2002 - 30 June 2014).
The relevant Standing Offer Notice can be found at AusTender .
Contact for information on this page: Communications Advice Branch