CAASie Advertising Policy

Our Advertising Policies provide guidance on what types of advertising content are allowed on out-of-home assets. When you upload an artwork, each artwork/ad is reviewed against these policies.

Artworks will also be reviewed by the owners of any digital screens or billboards to ensure that the content is appropriate to display on their assets.

‍

The artwork review and approval process.

Before Ads appear on any digital screen, they’re reviewed to make sure that they meet our Advertising Policies and are appropriate for display. After CAASie has reviewed the artwork, each screen/billboard owner (“Media Owners” or “Owners”) will have final approval over the content which may or may not be displayed on their assets. Some councils and building owners will also restrict or influence ad content.

CAASie will review ads within 48 business hours, however it may take up to 7 business days for some media owners to review and approve. For team CAASie these are Australian business hours. For the Media Owners, it’s according to the country and region that they are based in.

‍

What we consider

During the artwork approval process, we will check images, text and targeting (i.e. where the artwork will be displayed). Your ad may not be approved if:

The content is not fully functional or does not suit the location or screen type.

‍E.g., Incorrect file types, sizes or resolutions, over-cropped images, broken video, or files that contains audio where audio is restricted.

‍It does not meet professional quality standards for billboards and display screens

‍Video content should be the same quality as you would expect for TV advertisements and static content should be well designed for use on billboards.

‍It is too hard to read or otherwise unclear

‍E.g. If the colours of text and background clash on LED screens, the images are poor quality/pixelated, or the font is too fine or decorative to read from a distance.

‍It does not match the product/service promoted or does not have a clear advertising message

‍It should be clear to viewer what the ad is promoting and which brand/company it is for. An image that does not relate to the product/brand or a logo/icon with no message will not be approved.

‍There is any conflict of interest

‍E.g. If your ads are destined for a competing brand’s venue or is directing traffic away from said venue. This may include connected products/services, e.g. fitness equipment cannot be advertised within gyms, and retail stores (or ecommerce) may not be able to advertise within retail/mall venues that house similar brands, unless they also have a store or stockist within that venue.

‍There is any conflict with location/venue-specific restrictions

‍These restrictions are specific to the screen type or venue/landlord. These are often case-by-case and relate to brand or business perception. For example, family friendly venues may not allow gambling or alcohol advertising. Healthcare and fitness venues may not allow take away or otherwise unhealthy foods and beverages.

‍There is any conflict with country/region-specific restrictions

‍CAASie’s ad policy is based on Australian standards, however other countries may have more restrictions and additional requirements (such as language requirements). These will be assessed on a case-by-case basis.

‍It does not fully comply with our Advertising Policies‍

What happens after an artwork/ad has been reviewed?

After your ad has been reviewed, you’ll receive an email notification letting you know if your ad has been approved by the CAASie team. The Media Owner will also approve or reject the artwork for use on their own screens. You will not get an email notification from the Media Owner, so check the dashboard before your campaign is due to begin.

In your campaign dashboard you can see the approval status of your ads on the “artworks” tab. An ad which has only been approved by the CAASie team will appear as an amber dot with “awaiting final approval” text if you hover over the dot. When approved, it will appear as a green dot with “approved”, or if rejected it will appear as a red dot with “not approved”. There may be cases where one media owner will approve an ad and another may not. This ad will still be eligible to run, but only on the sites/screens that it was approved for. In this case, it will remain as an amber dot, where it might say “1 out of 2”, meaning that the ad has only been approved by one out of the two relevant Media Owners.

The approvals process may take up to 48 business hours (not including the time taken for Media Owners to approve the artwork). For team CAASie these are Australian business hours, and for the Media Owners, it’s according to the country and region that they are based in. This is not always the same country/region as the selected billboards/screens.

What if my artwork is not approved?

Check the email address associated with your CAASie account. If your artwork is not approved by the CAASie team, we will send you an email that details why. If applicable, we will provide feedback which you can use to create and submit/upload a new ad for approval.

Media Owners may not provide a reason for why they did not approve your ad; however, you can get in contact with the CAASie team to find out possible reasons. If the Media Owner has notified us of any concerns, we will pass the information on to you via the email associated to your account. You may not communicate directly with the Media Owner about artwork approvals.

Appeal the decision

If your artwork is not approved by CAASie, the email we send to you will explain why. If you require clarification, please reply to that email with details surrounding your concerns.

The Media Owners are not required to explain why they do not approve your ad, and their decision cannot be appealed.

‍

Prohibited Content

The following prohibited content applies to all CAASie advertisements, however greater restrictions may apply according to the laws, cultural expectations, religions, and advertising policies of each region/location/country. It is important to remember who you are advertising to.

Illegal products or services

Ads must not constitute, facilitate, or promote illegal products, services, or activities. Ads targeted to minors must not promote products, services or content that are inappropriate, illegal, unsafe, or that exploit, mislead or exert undue pressure on the age groups targeted.

Discriminatory practices

Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, colour, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.

Tobacco products

Ads must not promote the sale or use of tobacco products and related paraphernalia.

Drugs and drug-related products

Ads must not promote the sale or use of illegal, prescription or recreational drugs.

Health and Safety Contradictions

Ads must not promote the sale or use of unsafe supplements, as determined by CAASie or the Media Owner at its sole discretion. Ads must not depict material contrary to community standards on health and safety, including medical misinformation.

Weapons, ammunition, or explosives

Ads must not promote the sale or use of weapons, ammunition, or explosives. This includes ads for weapon modification accessories.

Adult products or services

Sex and sexuality must be treated with sensitivity to a broad audience, and it is extremely unlikely that Media Owners will approve adult products. All ads for adult products, including those for contraceptives, must be targeted to people aged 18 years or older.

Ads must not contain content relating to or promoting adult services.

Adult content

Ads must not contain nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative. Ads must not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people; or where images of minors (under 18), or people who appear to be minors, are used.

Third-party infringement

Ads must not contain content that infringes on or violates the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary rights. To report content that you feel may infringe upon or violate your rights, please email support@caasie.co

Sensational content

Ads must not contain shocking, sensational, disrespectful, or excessively violent content.

Personal attributes

Ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record.

Misleading or false content

Ads must not contain deceptive, false, or misleading content, including deceptive claims, offers or business practices.

Personal health

Ad content must not imply or attempt to generate negative self-perception in order to promote diet, weight-loss or other health-related products, or promote unexpected or unlikely results. Ads marketed at or for weight loss must be targeted to people aged 18 years or older.

Payday loans, payslip advances and bail bonds

Ads may not promote payday loans, payslip advances, bail bonds or any short-term loans intended to cover someone’s expenses until their next payday. Short-term loan refers to a loan of 90 days or less.

Counterfeit documents

Ads may not promote fake documents, such as counterfeit degrees, passports, or immigration papers.

Prohibited Financial Products and Services

Ads must not promote financial products and services that are frequently associated with misleading or deceptive promotional practices.

Sale of Body Parts

Ads must not promote the sale of human body parts or fluids.

‍

Restricted content

The following restricted content applies to all CAASie advertisements; however, they may be strictly prohibited according to the laws, cultural expectations, religions, and advertising policies in different regions/locations/countries.

‍

Unhealthy food (Specific to some regions)

Most Media Owners in Australia abide by the OMA Health and Wellbeing Policy which restricts the advertisement of food and food products. Specifically, the restrictions apply to ‘discretionary’ foods which do not fit into the 5 main food groups (vegetables and legumes, fruit, grain foods, lean meats and poultry, fish, eggs, tofu and seeds, and dairy products).  

Only food/s or food products with a health star rating equal to, or above 3.5 stars may be advertised on billboards and advertising screens.

Although the food product itself may not be advertised, master branding advertisements are permitted. Which means that the ad may contain the brand but not the individual food items. E.g. McDonalds, but not the Big Mac.  

These foods may be depicted incidentally in adverts (i.e., in the background, unrelated to the product being offered or unidentifiable).

Additional venue-specific restrictions may apply (e.g., Proximity to schools, medical centres and healthcare/healthy living locations or venues).

‍

Alcoholic Beverages

Alcohol advertising must not:

1. Show (visibly, audibly or by direct implication) or encourage the excessive or rapid consumption of an alcoholic beverage, misuse or abuse of alcohol or consumption inconsistent with the Australian Alcohol Guidelines.
2. Show (visibly, audibly or by direct implication) or encourage irresponsible or offensive behaviour that is related to the consumption or presence of an alcoholic beverage.
3. Challenge or dare people to consume an alcoholic beverage.
4. Encourage the choice of a particular alcoholic beverage by emphasising its alcohol strength (unless emphasis is placed on the alcoholic beverage’s low alcohol strength relative to the typical strength for similar beverages) or the intoxicating effect of alcohol.
5. Have strong or evident appeal to minors (under 18).
6. Depict a person who is or appears to be a Minor (under 18) unless they are shown in an incidental role in a natural situation (for example, a family socialising responsibly) and where there is no implication they will consume or serve alcohol.
7. Depict an adult who is under 25 years of age and appears to be an adult unless:
   a. they are not visually prominent; or
   b. they are not a paid model or actor and are shown in a Marketing Communication that has been placed within an Age Restricted Environment
8. Suggest that the consumption or presence of an alcoholic beverage may create or contribute to a significant change in mood or environment.
9. Show (visibly, audibly or by direct implication) the consumption or presence of an alcoholic beverage as a cause of or contributing to the achievement of personal, business, social, sporting, sexual or other success.
10. If an alcoholic beverage is shown (visibly, audibly or by direct implication) as part of a celebration, imply or suggest that the alcoholic beverage was a cause of or contributed to success or achievement.
11. Suggest that the consumption of an alcoholic beverage offers any therapeutic benefit or is a necessary aid to relaxation.
12. Show (visibly, audibly or by direct implication) the consumption of an alcoholic beverage before or during any activity that, for safety reasons, requires a high degree of alertness or physical coordination, such as the control of a motor vehicle, boat or machinery or swimming.
13. Be placed within 150m from a school gate.  

‍

Wagering/Gambling

Wagering/Gambling advertising must not:

1. Be directed primarily to minors, this includes the use of superheroes and celebrities who particularly appeal to minors.
2. Depict a person who is a minor unless the person is shown in an incidental role in a natural situation.
3. Depict a person aged 18–24 years engaged in wagering activities.
4. Portray, encourage, or condone wagering in combination with the consumption of alcohol.
5. State or imply a promise of winning.
6. Portray, condone, or encourage participation in wagering activities as a means of relieving a person’s financial or personal difficulties.
7. State or imply a link between wagering and sexual success or enhanced attractiveness.
8. Portray, condone, or encourage excessive participation in wagering activities.
9. Portray, condone, or encourage peer pressure to wager nor disparage abstention from wagering activities.
10. Be placed within 150m from a school gate.

‍

Video Content

Video ads and other dynamic ad types must comply with all the rules already listed in these Advertising Policies, as well as the below:

Disruptive content

Videos and other similar advert types must not use overly disruptive tactics, such as flashing screens.

Entertainment-related restrictions

Ads for film trailers, TV programmes, video game trailers and other similar content intended for mature audiences must target people who are aged 18 years or older. Depictions of the following content within these Ads are not allowed:

1. Drug and alcohol use
2. Adult content
3. Profanity
4. Violence and gore

‍

Political and Election campaign ads

All political advertising within Australia must comply with Australian Election Commission (AEC) rules. Any political advertising outside of Australia must seek special approval.

Political ads on CAASie will:

1. Only include content that is properly authorised and includes the name and address of the person who authorised it.
2. Not display political advertising that contains any misinformation about how to cast a vote.
3. Not knowingly display political advertising that amounts to defamation
4. CAASie, Media Owners and Landlords may at any time choose to reject political advertising if they do not wish to align their brands with any views or parties being promoted.  

If there is any conflict of interest where ads are directed at government owned properties (such as public transport), the ads/campaigns will not be approved.

Things you should know

The Advertising Policies apply to all Ads /artworks served by or purchased through CAASie.

Advertisers are responsible for understanding and complying with all applicable laws and regulations. Failure to comply may result in a variety of consequences, including disapproval of artworks you have uploaded and termination of your account.

CAASie may disclose your advertising content, and all information associated with your advertising, to a governmental entity or body if CAASie believes that disclosure would assist in a lawful investigation.

CAASie reserve the right to reject, approve or remove any advert for any reason, at our sole discretion, including ads that negatively affect our relationship with our users or that promote content, services, or activities contrary to our competitive position, interests or advertising philosophy.

These policies are subject to change at any time without notice.

‍