The advertising compliance certificate is a legal requirement for almost all advertising campaigns.
The advertising 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
- 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 Advertising 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.
Media guidelines for Under $250,000 campaigns
These guidelines have been developed to assist planning effective campaigns under $250k and should be followed in most cases.
- Campaigns should not include more than 5 channels or platforms.
- Channels e.g. Radio, Out of Home, Press, Digital display
- Platforms e.g. Tiktok, Snap, Meta (Facebook and Instagram count as one platform).
- Within Social, your budget must allow for a minimum reach of 25% of your target audience (although reach of 40-65% is considered optimum), and a minimum frequency of 1 per week for each platform selected.
- While each social platform has some unique demographic splits for their users, all platforms have a similar percentage of users aged 25-64 (between 60-74%). Therefore, campaigns under $250,000 should feature 1-2 social platforms only. (Note: Meta counts as 1 platform, encompassing both Facebook and Instagram placements.)
- Focus on fewer creative rotations. There should be a maximum of 5 creatives in market for each channel/platform.
- For Digital Display, Digital audio and Digital video, your budget must allow for a minimum reach of 25% of your target audience, and a minimum frequency of 2 per week per channel. For Online Video, focus should be towards lower cost channels and shorter-format creatives in order to achieve reach goals.
- Campaigns should be in market for a minimum of 4 weeks and a maximum of 8 weeks to ensure reach and frequency is optimised.
- Event-based activity can run for a shorter timeframe, but must still comply with the minimum reach of 25% and minimum spend of $2500 per week per platform/channel in market.
- SEM is customer supply driven, so is not subject to the 4-8 week timeframe.
- Your target audience must be clearly defined, with media buy optimised to reach this audience with limited wastage.
- Adopt a full funnel approach and incorporate audience retargeting tactics where possible.
- CALD and Aboriginal allocation should be a minimum 7.5% of total campaign expenditure.
- Regional allocation should be at least 26% of total campaign expenditure.
- Tracking and reporting:
- Ensure any traffic being directed to a campaign landing page is correctly tagged so that performance can be closely monitored. You will need to report on the effectiveness of these campaigns if you want to repeat them in the following financial year.
- Use the Digital Dashboard to investigate past campaign performance and inform campaign strategy. Once channel learning phases are complete, the Digital Dashboard should be used to identify campaign optimisations.
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. Read more on the OMD contract scope.
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.