The advertising compliance certificate is a legal requirement for almost all advertising campaigns.
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 72.38KB)
- 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
- has completed peer review, as indicated by the peer review completion letter from the Department of Customer Service, and
- if total budget exceeds $1 million, has completed a cost-benefit analysis.
It must be signed by your Agency Head* and publicly available (free of charge) on the NSW Government website, prior to the campaign starting.
You can use our compliance certificate template (DOC 68.5KB) or prepare your own.
*The head of your agency is a Secretary or CEO, except where delegated in accordance with the Government Advertising Regulations 2018.
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 72.38KB).
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.
A good brief is essential
See below for OMD'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.
Based on your brief and timings OMD will provide suitable service deliverables that include but are not limited to a fully costed media plan.
OMD is remunerated for its services via a flat % fee on the media/activity plan. The same flat fee applies to all media plans/activity regardless of size or type. More info on the OMD contract scope can be found here.
Choose a communications services provider (for services outside of OMD's scope)
Buyers across NSW Government may be familiar with schemes for potential suppliers, such as the Advertising and Digital Communications Scheme. Scheme members are approved suppliers with proven capabilities to deliver specific goods and services. buy.nsw is the one-stop shop for whole-of-government procurement resources and services. The buy.nsw Supplier Hub is the platform where NSW Government buyers and suppliers can connect.
The Advertising and Digital Communications Prequalification Scheme (the Scheme) lists prequalified advertising and digital communications service providers across a range of fields, including but not limited to, video production, market research and graphic design.
- Makes it easier for NSW Government departments and agencies to source approved suppliers for a range of marketing communications services
- Gives marketing service providers with relevant and proven expertise the opportunity to deliver work for NSW Government
- Helps aggregate government spending to ensure value for money.
Types of capabilities
- 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 (DOCX 102.08KB) for more information about the capabilities and services available for prequalification.
Additional to any guidelines specific to your department, the following procurement rules apply when using a service provider on the Scheme:
- If the cost is between $50,000 and $150,000 you need one quote.
- If the cost is more than $150,000 you will need three quotes.
Formalise your agreement
We recommend using a standard form of agreement (DOCX 61.68KB) to formalise your agreement with a scheme service provider.
Please check with your Department’s Procurement Team if any procurement rules apply.
Suppliers on the Advertising and Digital Communications Prequalification Services Scheme
If you have a buy.nsw Supplier Hub account and are logged in, you will be able to access to the complete list of suppliers who have been approved for the Advertising and Digital Communication Services Prequalification Scheme.
If you contact a supplier on the Scheme, we ask that you please fill out this form upon engagement and/or contracting their services.
Recruitment, procurement and public notices
Speak with your people and culture division before advertising.
If you will be placing the advertisement, contact OMD 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 OMD 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.
The DCS campaign performance 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.