Premier & Cabinet

Type:
Premier's Memorandum
Identifier:
M2010-08
Status:
Archived

M2010-08 NSW Government Advertising Guidelines

Description

This Memorandum has superseded M2008-15 NSW Government Advertising Guidelines, M1997-04 Government Advertising, C2006-26 Changes to Government Advertising Policy and M1998-36 Government Campaign Advertising Quarantine Period Prior to State Elections. Superseded by M2012-12.

Detailed Outline

Following the Auditor-General’s Performance Audit on Government Advertising, tabled in Parliament on 9 December 2009, Cabinet has approved a number of changes to the NSW Government Advertising Guidelines. The changes will ensure best value for money, improved community access for public information and best practice approaches to advertising.

This Memorandum outlines the changes to the Guidelines, including:

  • A Cabinet Standing Committee on Communications and Government Advertising has been established with responsibility for the approval of all NSW Government advertising with a total budget of $50,000 or more, with the exception of statutory and regulatory notices.
  • Ministers are responsible for bringing forward Cabinet Minutes (using the approved template) for consideration by the Cabinet Standing Committee on Communications and Government Advertising relating to advertising approvals which fall within their portfolio.
  • Repeat or ongoing advertising, with a total budget of less than $250,000, may be considered out-of-session by the Minister for Commerce. Prior approval must be granted by the Director, Strategic Communications and Government Advertising (SCGA), Department of Services, Technology and Administration (DSTA). Following an out-of-session approval, Ministers are required to submit a Cabinet Minute to the next meeting of the Cabinet Standing Committee on Communications and Government Advertising for noting and further examination of the advertising, as required.
  • The role of the SCGA is to manage the advertising peer review process, centrally coordinate media buying and placement, as well as provide guidance on advertising processes and policies. SCGA does not develop advertising campaigns, submissions or Cabinet Minutes on behalf of any Department, Agency or the NSW Government.
  • Advertising over $50,000 will be subject to peer review. In limited circumstances, and with the approval of the Director, SCGA, repeat advertising that has been peer reviewed within two years may be exempt from undergoing a further a peer review.
  • Prior to submitting an advertising submission to SCGA for peer review, the Department Director General or Agency Chief Executive is required to certify that the proposed advertising complies with the NSW Government Advertising Guidelines and related financial management and procurement policies, provides value for money, and that the purpose of and need for the campaign has been informed by appropriate analysis and research. Certification forms part of the advertising submission template and must be completed prior to peer review.
  • Departments and Agencies are required to complete a cost benefit analysis or other economic appraisal for advertising with a budget of more that $1 million. The economic appraisal is to be submitted with the Cabinet Minute for review by the Cabinet Standing Committee on Communications and Government Advertising. When preparing economic appraisals, I encourage Departments and Agencies to refer to the policy paper (TPP07-5), NSW Government Guidelines for Economic Appraisal, published on the NSW Treasury website. Departments and Agencies should also contact their relevant Treasury agency relationship manager for any assistance.
  • DSTA will publish quarterly reports on its website concerning annual total media advertising expenditure. I seek the cooperation of Departments and Agencies to publish information about their own advertising campaigns, including advertising rationale, objectives, total expenditure and outcomes, on their websites.

Government advertising policies apply to all Departments and Agencies, Statutory Bodies, Declared Authorities and Public Trading Enterprises as well as Sydney Water Corporation and RailCorp. Other State Owned Corporations are not subject to the requirements but may make use of the NSW Government media booking contracts and other services provided by DSTA to achieve value for money outcomes.

I expect Ministers, Minister’s staff, Departments and Agencies to become familiar with the changes to the revised Guidelines and work to implement the new requirements of the Guidelines immediately. The Guidelines and supporting documentation is now available on DSTA’s website: http://www.services.nsw.gov.au/advertising/advertising.html

For further information on the Guidelines, contact Alun Probert, Director, Strategic Communications & Government Advertising, email [email protected], or phone (02) 9372 7797.

For information regarding the Cabinet Standing Committee on Communications and Government Advertising, contact Tim Hurst, Executive Director, Infrastructure, Environment and Economic Development Policy on (02) 9228 5493, or email [email protected].

Kristina Keneally MP
Premier

Overview

Compliance

Not Mandatory

Contacts

Contact
Contact us
Phone
02 9228 5555
Publishing Entity
Department of Premier and Cabinet
Issuing Entity
Department of Premier and Cabinet