More than a year after former Australian Association of National Advertisers (AANA) boss and Unilever and Kellogg's marketer John Broome left the peak industry body which controls Australia’s self-regulatory advertising codes, Josh Faulks has been appointed from KPMG where he led the Reputation Advisory unit in the consulting firm’s recently overhauled KPMG Customer practice. 

The AANA has been largely silent for the past year as it hunted here and overseas for a new CEO. But Faulks, who has spent most of his career in regulatory, corporate and government affairs, told Mi3 yesterday the AANA would shortly be back and loudly advocating for advertising’s self-regulatory system and will step-up its engagement on key industry issues around data, privacy, industry transparency, media measurement, marketing capability development and broader social and community issues over environmental claims and food advertising. 

Last week, newly elected independent federal MP and former GP, Dr Sophie Scamps, aligned with the independent Teal movement, called for a ban on advertising to children and sponsorship of children’s sports because of Australia’s obesity epidemic – about one-quarter of Australian kids are overweight or obese.

There is also intensified interest from the Australian Competition and Consumer Commission (ACCC) over environmental claims from companies – Faulks said a review of the AANA’s Environmental Claims Code would be a top priority when he officially starts in October. 

Faulks, who before KPMG has also led regulatory and government affairs for the telco-backed industry body, Communications Alliance, said self-regulation was not under threat but was facing renewed pressure. 

“The industry is facing a lot of challenges at the moment,” he said.

“There is some pressure there and it’s important to make sure we have a strong voice for brands, advertising and the effectiveness and strength of the self-regulation model. Now more than ever, advertisers need a clear voice and advocacy on their behalf.”

Despite his pedigree in government, corporate and regulatory affairs, Faulks said his appointment did not signal a shift in the AANA’s focus to government and regulation. 

He said the AANA’s marketing capability development program, launched by his predecessor John Broome, would continue and the AANA would be more assertive on some of the big trends and issues that brands and marketers are facing at an industry level around data, technology, transparency and audience measurement. 

“My appointment doesn’t indicate a change in direction, “ he said. “The AANA has already got a good reputation, it’s just really bringing that energy, revitalising the organisation coming out of Covid and making sure we’re communicating and delivering clear value to members. There is a little bit of pressure there when you see what the Teals are doing. The intention and plan is to also be talking about cross-media measurement, transparency, brand safety – all those things are important for members and for the AANA to play a role. We’re already working with the WFA (World Federation of Advertisers) on the cross-media measurement piece… we will be a strong and loud voice on all those issues representing our members and advertisers.”

The AANA currently has 81 members but the challenge is that while it has control of Australia’s advertising codes and needed to constantly engage with federal and state governments on policy, its backroom work is not often seen or valued by the marketing industry accustomed to more razzle and dazzle. 

“It’s a very good point and one of the early priorities is making sure we advocate those benefits and value to members,” Faulks said. “The AANA goes beyond self-regulation, which is very important.”