You are legally required to:
You should also:
- use the evaluation framework throughout the campaign cycle
- plan and book advertising by using the Media Agency Services (MAS) agreement.
Read below for more information.
Complying with the Act, Regulation and guidelines
Government advertising must be apolitical, which means it can’t be designed to influence support for a political party, minister, member of parliament or candidate.
In addition to being apolitical, government advertising must be:
- presented in a fair and accessible manner
- in line with branding guidelines (PDF, 3.38 MB)
- sensitive to cultural needs and issues, and reflect the cultural and linguistic diversity of NSW
- respectful in the portrayal of gender and sexuality
- inclusive of people with a disability
The advertising guidelines (PDF, 72.38 KB) also set out the range of objectives advertising can achieve, as well as the standards and principles you should observe when planning, developing and managing NSW Government advertising campaigns.
NSW is one of the most culturally and linguistically diverse states in the world. Government advertising must be sensitive to cultural needs and issues, and reflect the cultural and linguistic diversity of NSW.
- At least 7.5 per cent of an advertising campaign media budget is to be spent on direct communications to multicultural and Aboriginal audiences. Spend may be on media or non-media communication activities (e.g. events, participation at cultural festivals, direct mail, competitions and websites)
- Agencies should also report on these activities as part of the Multicultural Policies and Services Program reporting requirements.
There are approximately 1.3 million people with disability in NSW. Awareness of the communication requirements for people with disability is one of the principles covered in the guidelines.
Under the Disability Discrimination Act 1992, agencies must ensure that people with disabilities have the same fundamental rights to access information and services as others in the community.
Agencies should consider:
- images that are used in advertising are representative of the NSW population and include people with disabilities where appropriate
- captioning television and other multimedia advertising, and AUSLAN interpretation for people with hearing impairment
- accessibility requirements for websites
- information is designed for people living with intellectual disabilities and available in multiple accessible formats.
The Disability Inclusion Act 2014 requires NSW Government departments and agencies to develop and put in place their own Disability Inclusion Action Plan. Refer to your Disability Inclusion Action Plan when planning a Government advertising campaign.
The compliance certificate is a short statement signed by the head of your agency (unless exempt) that confirms the government advertising campaign:
- complies with the Act, Regulation and advertising guidelines (PDF, 72.38 KB)
- contains accurate information
- is necessary to achieve a public purpose and is supported by analysis and research
- is an efficient and cost-effective means of achieving the public purpose.
It must be completed before your advertising starts.
You can use our compliance certificate template or prepare your own.
Advertising compliance certificates must be publicly available and (free of charge) on the agency's website.
You don’t need a compliance certificate for routine advertising under $250,000 (ex GST) as long as:
- the advertising is approved by an ‘authorised officer’ and any other approver as determined by your delegations manual.
- the authorised officer is satisfied that the advertising complies with the Government Advertising Act 2011, the Regulation, and the advertising guidelines (PDF, 72.38 KB).
What is 'routine advertising'?
Routine advertising is defined in Section 7 of the Regulation as
- information about routine matters relating to the provision of services, including notification of service changes
- information about requirements imposed on persons
- community announcements or notices about community events or activities;
- notices or announcements required to be made by or under any law;
- recruitment notices
- government tender or procurement notices.
Which media agency to use?
The NSW Government works with the contracted media agencies (listed below) under the Media Agencies Services Agreement (MAS). For advertising campaigns, use the media agency aligned to your (NSW Government) agency. All routine advertising such as recruitment and public notices are booked through Blaze.
See 'Agency Contacts' for each media agency's contact details. If you don't know who to talk to, contact the campaign performance team.
A good brief is essential
See 'agency contacts' below for each agency's briefing form.
Aim for a detailed and clear brief that includes:
- background information
- brand information
- possible competitive challenges
- past learnings
- campaign objectives
- target audience
- broader communications strategy
- campaign logistics and budget
- in-market dates and timelines.
Depending on the scope and size of the brief, the MAS agency may recommend different levels of their planning service with varying timelines.
The MAS agencies must provide you a costed scope of work (SOW) for their media strategy and planning services, to be agreed prior to commencement of work.
A fully costed media plan is a deliverable of this process – typically provided by them after media recommendations have been prepared and discussed with you.
- James Dixon – Chief Digital Officer
- M: 0410 497 229
- E: email@example.com
- Website: www.atomic212.com.au
- Address: Level 1 Pier 8/9, 23 Hickson Road, Walsh Bay, NSW, 2000
- Atomic 212 Campaign Briefing Form (DOCX, 49.47 KB)
www.blazeonline1.com.au to place a request through their online booking form
www.blazeonline2.com.au to directly plan, place, track and manage your advertising campaigns via an online portal. If you have not used this portal before you should first contact the Account Manager.
- Liz Pride - Account Manager
- M: 0439 424 131
- E: Liz.Pride@blazeadvertising.com.au
- Address: 65 Berry Street, North Sydney 2060
- Peter Stewart - Group Director
- M: 0421 187 407
- E: firstname.lastname@example.org
- Website: www.umww.com
- Address: 100 Chalmers Street, Surry Hills Sydney 2010
- UM Campaign Briefing Form
- UM Better Planning Brief - Behaviour change (DOCX, 181 KB)
- UM Better Planning Brief - Broadcast Announcement - Policy (DOCX, 88.49 KB)
- UM Better Planning Brief - Digital Performance (DOCX, 97.84 KB)
- UM Better Planning Brief - Local Area Marketing (DOCX, 85.78 KB)
- Jamie Connolly – Group Business Director
- M: 0414 218 296
- E: email@example.com
- Website: www.wavemakerglobal.com
- Address: 65 Berry Street, North Sydney 2060
- Wavemaker's Campaign Briefing Form (DOCX, 177.71 KB)
- market research
- marketing and campaign services
- public relations
- social media
- Indigenous communications and engagement
- CALD communications and engagement
- visual communications
- written communications
- digital communications
Please refer to the Scheme Conditions for more information about the capabilities and services available for prequalification.
Suppliers on the Advertising and Digital Communications Prequalification Services Scheme
Find the complete list of suppliers who have been approved for the Advertising and Digital Communication Services Prequalification Scheme.
Recruitment, procurement and public notices
Speak with your people and culture division before advertising.
If you will be placing the advertisement, contact Blaze for advice about media options available, costs, geographical coverage of various newspaper titles, dates of publications, booking deadlines, circulation and readership if needed.
Public notices appear on a weekly basis (Wednesday) in the Sydney Morning Herald and Daily Telegraph.
Contact Blaze for advice about media options available, costs, geographical coverage of various newspaper titles, dates of publications, booking deadlines, circulation and readership if needed.
Procurement notices including requests for tender, requests for quote, requests for information and expressions of interest are advertised on the NSW Government e-Tendering website.
Contact the NSW Procurement Service Centre on 1800 679 289 or email firstname.lastname@example.org. Press advertising of tenders is discouraged.
The Government advertising team request information about advertising expenditure from government agencies as needed, including estimated forward expenditure and final campaign costs.
An updated report is published (every six months) on our website with details of advertising media expenditure by government agencies.
We encourage you to publish information about your own advertising programs on your websites. Information may include advertising rationale, objectives, costs and outcomes.
The NSW Government Communications team can offer advice on government advertising requirements.