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Home | Communications Policy | 4. Policy requirements | 4.1 Informing Tasmanians | Communication methods | 4.1.7 Advertising

4.1.7 Advertising

4.1.7 Advertising

Principles
Tasmanian Government advertising is co-ordinated to support the social, economic and cultural objectives of the Government and to ensure that the public is adequately informed about government programs and priorities.  
 
Policy requirements
‘Campaign’ advertising
‘Campaign’ advertising is a sustained series of advertising used to motivate, inform, educate or change attitudes or behaviour amongst a broad range of citizens, and can appear in any media or combination of media.

Agencies should only undertake ‘campaign’ advertising if there is a legitimate public benefit in doing so, or if specific information is required by the public which is best communicated through advertising.

Available data should be used or market research undertaken to obtain the necessary data to support an advertising campaign. All statements, claims and arguments included in the advertising must be able to be substantiated.

Agencies must ensure that the themes and messages of advertising campaigns are consistent with government policy, and the design and presentation reflect positively and professionally on the Tasmanian Government.

Where a unique style is required to convey a campaign message, the Tasmanian Government Style Guide and Logo Policy mandatories – other than the Government logo – may not apply. Approval to work outside the mandatories should be gained prior to production from the Director – Communications Policy (Department of Premier and Cabinet).

There must be sensitivity to cultural needs and issues when communicating with people from diverse ethnic or religious backgrounds, and awareness of the communication requirements of people with special needs, including literacy levels and perceptual or physical challenges.

In conducting ‘campaign’ advertising, agencies must avoid the appearance or public perception of endorsing or providing a marketing subsidy or an unfair competitive advantage to any person, organisation or entity outside of government. Agencies must not advertise or publicly endorse the products or services they purchase or obtain from the private sector under contract. (NOTE: For related information see policy requirements on ‘Sponsorship/Partnering’).

In accordance with the Caretaker Conventions, agencies must carefully consider any ‘campaign’ advertising conducted during State Government elections to ensure that it does not contain political content.

The Register of Communications Consultants and Service Providers provides details of advertising agencies, public relations consultants, market research companies, graphic designers, writers, etc who meet specific criteria and are interested in undertaking government work.

When planning and procuring ‘campaign’ advertising, agencies must comply with the requirements of the Treasurer’s Instructions, including ‘Common Use Contracts’ and Master Ordering Arrangements (MOAs) for television, print media and radio advertising.

Specifically:

  • all government advertising must be readily identifiable by the target audience as coming from the Tasmanian Government
  • the dollar value for advertising campaigns must include the full cost figures (i.e. for creative services, production and distribution) from suppliers

For advertising campaigns valued at $10,000 or less (exclusive of GST):

  • approval must be obtained from the relevant agency's communications manager
  • a quotation (or quotations) must be obtained from service providers listed in the Register of Communications Consultants and Service Providers (NOTE: the number of quotations sought is a matter of judgement, and a verbal quotation process may be used)

For advertising campaigns valued between $10,000 and $49,999 (exclusive of GST):

For advertising campaigns valued at $50,000 or more but less than $100,000 (exclusive of GST):

  • approval to proceed must be given by the head of the relevant agency or his/her delegate after advice from that agency's communications manager and the Director - Communications Policy 
  • a minimum of three (3) written quotations must be sought from service providers listed in the Register of Communications Consultants and Service Providers, including one from a local Tasmanian business
  • agencies must publish details of the purchase on both the Tenders website and in their annual report
  • agencies must publish on the Tenders website the name and the state/territory of those businesses that are approached for a quotation
  • a Review Committee, formerly known as Tender Review Committee, must evaluate decisions regarding the purchase
  • the campaign should be pre-tested to help ensure that it meets stated policy objectives and the results forwarded to the Director - Communications Policy 
  • the campaign must be evaluated to assess its effectiveness in achieving stated policy objectives and the results forwarded to the Director - Communications Policy

For advertising campaigns valued at $100,000 and over (exclusive of GST):

  • tender specifications and expenditure must be approved by the relevant head of agency or Board (where applicable) and the Premier (through the Director - Communications Policy)
  • a public tender must be conducted EXCEPT where an exemption from the Treasurer's Instructions has been granted by the Secretary of the Department of Treasury and Finance OR where an approved pre-existing contract for communications services exists with a provider
  • agencies must endeavour to obtain at least one tender from a Tasmanian business
  • agencies must contact the Industry Capability Network Tasmania (ICNTAS), located within the Department of Economic Development, to obtain information about Tasmanian suppliers
  • agencies must establish a Tender Evaluation Panel comprising two representatives from the sponsoring agency (the communications manager and the relevant business unit or program manager), the Director - Communications Policy or his/her nominee, and one marketing specialist
  • agencies must publish details of the purchase on both the Tenders website and in their annual report, as per Treasurer's Instruction 1110
  • a Review Committee, formerly known as Tender Review Committee, must evaluate decisions regarding the purchase
  • the campaign should be pre-tested to help ensure that it meets stated policy objectives and the results forwarded to the Director - Communications Policy
  • the campaign must be evaluated to assess its effectiveness in achieving stated policy objectives and the results forwarded to the Director - Communications Policy.

Commercial advertising/advertising features
This includes display advertising or advertising features in local and national newspapers, specialist magazines and trade publications.

Agencies should only engage in commercial advertising to communicate a specific message to a target audience.

As a general rule, advertising should be treated in the same way as sponsorship, with advertising funds allocated annually against identified objectives, target audiences, best value for money, and the most effective means of delivering the message. Exceptions are advertising requests which may need to be considered as part of relationship building with organisations, or which promote attendance at particular events.

Agencies are encouraged to consult the Director - Communications Policy before publishing advertisements in their print and electronic communication materials, or selling advertising space or time to the private sector or to any source outside of government, particularly where advertisements are likely to be contentious.

The Director - Communications Policy has responsibility for co-ordinating requests for whole-of-government advertising features and for ensuring features and supplements support overall government objectives.

Public funds must not be used to purchase advertising in support of a political party, and Tasmanian Government advertisements in any electronic medium must be clearly distinguishable from party-political messages.

Non-campaign advertising
‘Non-campaign’ advertising includes recruitment, employment, educational courses and enrolment, auctions and tenders, announcements, public and statutory notices and emergency notices.

Print media vacancy notices, tenders and public notices
A whole-of-government contract exists for Advertising - Print Media Services for the placement of vacancy notices, tenders and public notices in a consolidated format in Tasmanian papers; and for vacancy notices, tenders and public notices in interstate and overseas newspapers and/or journals. Details are available at: http://www.purchasing.tas.gov.au/contracts

Print media advertising services outside these categories are not considered to be part of this whole-of-government contract, and should be acquired in accordance with the requirements of the Treasurer’s Instructions and the specific requirements for the procurement of communications goods and services. NOTE: The eligibility criteria for the whole-of-government contract are restricted to those agencies participating in consolidated advertisements. For those not participating, contract rates do not apply.

The format, presentation and cost of ‘non-campaign’ advertising will be periodically reviewed to ensure that the information needs of the public, including the business community and service providers, are being met.

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