The advertising industry is taking a leaf out of the supposedly humdrum world of accountants by moving to introduce an accreditation program for the industry.
Developed by the Advertising Federation of Australia, the program aims to provide agencies with a qualification regarding its professionalism.
The move follows sectors including accounting, where bodies such as the Institute of Chartered Accountants and CPA Australia have actively promoted the qualifications of their membership (chartered accountants and certified practising accountants) compared with non-accredited industry players.
Traditional agencies in the advertising industry have been under assault from a growing wave of smaller players and consultants from a host of previously less competitive fields, initially public relations but more recently from management consulting.
The AFA believes its accreditation program is a way of providing confidence for clients that an agency holds certain standards, especially given the increased regulation and scrutiny from government.
Accredited agencies would formally commit to a program, which ensures they should adhere to laws and advertising self-regulation, through best practice and staff education.
Areas that would be included are ethics, human resource management, health and safety, legal compliance in matters from privacy through to trade practices, education and continuous professional development.
The AFA recommends at least 75 per cent of staff are enrolled in continuous professional education for a minimum of 24 hours a year.
The national organisation will appoint an advisory board to oversee the program and undertake random audits. Complying agencies will be allowed to use a certification trademark.
The AFA has 165 members across Australia, which it claims represent about 80 per cent of all advertising generated in the country, valued at about $10 billion in 2004.
The body said it had drawn on the UK Institute of Practitioners in Advertising for the development of the continuous professional development program.
