The Australian National Audit Office (ANAO) has released its report on the administration of government advertising arrangements introduced in 2008 which required that campaign development be undertaken by the commissioning department or agency to avoid the use or perceived use of taxpayer funds by ministers to gain political advantage.

 

The 2008 Guidelines provided that campaigns could be approved for launch only when the responsible agency chief executive had certified that the campaign complied with the Guidelines and relevant government policies. For campaigns with expenditure over $250 000 the Auditor‐General provided a report to the responsible minister on the proposed campaign’s compliance with the Guidelines, based on a limited assurance approach

 

In 2010, the government amended the guidelines by not continuing the Auditor‐General’s review role and establishing an Independent Communications Committee (ICC) to provide advice—rather than limited assurance—on compliance to agency chief executives, who would in turn provide a certification to the relevant Minister.

 

The ANAO audit initially examined the operation of the 2010 guidelines as used by four agencies and advertising campaigns: the Department of Families, Housing, Community Services and Indigenous Affairs (FaHCSIA, Paid Parental Leave Campaign); the Department of Health and Ageing (DoHA, Health Reform Campaign); the Department of the Treasury (Treasury, Tax Reform Campaign); and the Australian Electoral Commission (AEC, 2010 Federal Election Campaign). Following a request from the Leader of the Opposition, the Clean Energy Future Campaign administered by the Department of Climate Change and Energy Efficiency (DCCEE) was also included.

 

The ANAO found the revised certification process for FMA Act agencies has been “generally effective in promoting compliance with the 2010 Guidelines”.

 

“The compliance assessments prepared for the ICC by FaHCSIA and DoHA, and the certifications signed‐off by those agencies’ chief executives following the receipt of ICC advice, contained reasonable representations of campaign compliance with the Principles in the 2010 Guidelines. Further, the operations of the ICC established a vehicle for discussion and debate between the committee, Finance, FaHCSIA, DoHA and DCCEE on the development, timing and content of agency campaigns and creative materials.”

 

However, the audit noted that “While the certification process provided a generally effective framework for promoting compliance with the 2010 Guidelines, where it applied, there were aspects of DCCEE’s administration of the Clean Energy Future Campaign that suggested greater discipline could be applied in the implementation of key processes.”

 

“The audit highlighted scope for improvement in processes for: documenting the source(s) of campaign statements; the giving and recording of financial approvals; signing‐off ministerial briefs and record keeping; and procurement practices affecting the capacity of a tender to achieve value for money. Going forward, there is also room for greater emphasis to be given by agencies to the explicit assessment of the overall cost‐effectiveness of the media buy for campaigns.”

 

The ANAO recommended:

  • that the Department of Finance and Deregulation provide written guidance to agencies clarifying which parts of the Guidelines are mandatory and which are sound practice;
  • that DAFF provide guidance to agencies on assessing the efficient, effective and economical use of Commonwealth resources in the context of developing and approving spending proposals for campaign advertising;
  • That DAFF review its ‘Chief Executive Certification for Government Advertising Campaigns’ template for alignment against the Guidelines;
  • that in future, agencies granted an exemption from the 2010 Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies should adopt a process of internal ‘certification’ to provide assurance to the agency Chief Executive of compliance with the Guidelines to the extent that they continue to apply; and
  • that the Department of Climate Change and Energy Efficiency review its campaign certification processes to ensure that there is a clear line of sight between information presented as fact in a government advertising campaign and the sources cited in support of that information.

 

The ANAO report is available here.