Evidence-based community standards for ethics in advertising

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The primary social benefit of this project is the development of evidence-based standards representing community views on acceptable practices in advertising, providing a basis on which to lobby for improvements in regulation. Such improvements will contribute to the ability of consumers to make informed choices about product purchase and behaviour change. This project also has economic benefit for commercial and social advertisers in Australia, enabling them to: pre-test potential advertisements to ensure that they comply with community standards; develop advertisements which are better suited to their target audience(s); better forecast the effects of appeals on advertising outcomes; and reduce complaints to the ASB and other bodies.