20/2010
31 March 2010
The Government has today announced amendments to the Guidelines on Campaign Advertising by Australian Government Departments and Agencies.
“Since coming to office, the Rudd Government has made significant changes to the government advertising framework to increase transparency and accountability,” Special Minister of State, Senator Joe Ludwig said.
“In July 2008, the Rudd Government announced a new campaign advertising framework, including the Guidelines on Campaign Advertising.”
“Today the Government is announcing refinements to that framework following an independent review.”
“The Government’s changes will continue to ensure campaigns are independently reviewed for compliance with the Guidelines, properly targeted and non-political, and inform the community about important government policies and programs.”
The changes follow an independent review by Dr Allan Hawke, a public servant of more than 30 years, including appointments as Secretary of the Department of Veterans' Affairs, the Department of Transport and Regional Services and the Department of Defence.
Following consideration of the Hawke Report, the Government has implemented the key recommendations.
“The Government agreed to review the Guidelines before July 2010. That review has been completed, and now we’re implementing improved arrangements to govern campaign advertising,” Senator Ludwig said.
“The Guidelines have been simplified and clarified to provide a clearer framework for departments and agencies to follow when developing and delivering advertising campaigns.”
“In doing so, we have ensured the Guidelines continue to reflect our overarching objective, which is to inform and engage with the public.”
“In addition, the Government will introduce an Independent Communications Committee to review all government advertising campaigns over $250,000.”
“This small independent committee will take on the role of reviewing compliance with the Guidelines, previously undertaken by the Auditor-General.”
“This model was originally proposed by the Auditor-General when the Guidelines were first being developed and addresses concerns raised by some members of the Parliamentary Joint Committee of Public Accounts and Audit that the Auditor-General was compromised by certifying campaigns whilst also retaining the audit functions.”
“The Independent Communications Committee will have oversight of the operation of the Guidelines, provide advice to chief executives on compliance of proposed advertising campaigns and report activities carried out under the Guidelines.”
“The contribution of the Auditor-General has been a significant one, and I thank him and his office for the work that they have undertaken in this area.”
“The Government will request the Auditor-General to conduct at least one performance audit per year on a campaign or the administration of the campaign advertising framework.”
The Government’s amendments to the framework will take effect immediately.
Dr. Hawke’s report was tabled in Parliament out of session today. The report, the revised Guidelines and further details are available at: www.finance.gov.au/advertising/independent-review-government-advertising.html
A Ministerial statement on the revised campaign framework is at: http://www.smos.gov.au/publications/2010/index.html
Dr Allan Hawke AO
Dr Hawke worked in the Commonwealth Public Service from 1974 to February 2006, including appointments as Secretary of various departments including Veterans' Affairs, Transport and Regional Services and Defence. He also served as High Commissioner to New Zealand. Dr Hawke was appointed a Fellow of the Australian Institute of Public Administration in 1998 and a Fellow of the Australian Institute of Management in 1999, in recognition of his outstanding contribution to public service.
In 2001, Dr Hawke became a Fellow of the Australian Institute of Company Directors and in 2006, he was appointed as Chancellor of the ANU for a three year term.
Ms Helen Williams AO
Ms Williams is a former senior public servant. Between 1985 and 2009 she held a number of senior roles in the Australian Public Service, including serving as the Secretary of five Commonwealth departments, and as the Public Service Commissioner between 1998 and 2002. She retired from the role of Secretary of the Department of Human Services, in September 2009.
Ms Barbara Belcher AM
Ms Belcher was a Commonwealth public servant for more than 40 years, and held senior management roles in the Australian Public Service from 1990 onwards. Between 1998 and 2009, Ms Belcher was the First Assistant Secretary, Government Division, Department of the Prime Minister and Cabinet, where she was responsible for providing advice on a range of public administration, legal policy, parliamentary and electoral matters. She retired in April 2009.
Ms Belcher was recently made a Member of the Order of Australia, in recognition of her service to public sector management and administration, particularly in the areas of policy development, advice and delivery and through the advancement of ethical standards and values.
The terms of reference for Dr Hawke’s review are detailed below. The terms of reference were agreed between the Secretaries of the Department of the Prime Minister and Cabinet (PM&C) and the Department of Finance and Deregulation (DFD), and approved by the Cabinet Secretary and Special Minister of State, Senator the Hon Joe Ludwig.
The Review is to examine and report on the effectiveness of current government advertising arrangements in achieving government objectives to inform and engage with members of the community.
The Review is to look at:
A report is to be provided to the Secretaries of PM&C and DFD by the end of February 2010 which includes recommendations for improving and streamlining the current arrangements.
In considering these matters, the Review is to seek the views of the Auditor-General, all departmental Secretaries and relevant agency heads on the effectiveness of the current arrangements, including information on any areas of concern.
The Review will be supported by a secretariat from PM&C and DFD.
| Media Contact: | Website: |
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| Senator Ludwig's Office - Sarah Cosson - 0423 823 843 or (02) 6277 7600 | www.cabinetsecretary.gov.au www.smos.gov.au |