FAQ's

What standards does the OMA and its members work within? 

The OMA and its members adhere to the following industry codes and policies to ensure they operate their businesses responsibly and abide by the industry’s regulatory framework.  

Code of Ethics

OMA members advertise third-party products on both digital and traditional signs across a variety of OOH formats and locations. Advertising in the public domain is visible to a broad audience, and OMA members are committed to ensuring that the advertising they post meets community standards.

Advertising Content Policy

This Policy provides information on complying with various self-regulatory codes in relation to the content of advertisements including the AANA Code of Ethics, the ABAC Responsible Alcohol Marketing Code and the AANA Wagering Code. It outlines OMA members’ commitment to ensuring the advertising they publish meets community standards. 

Digital Signage Policy

The OMA has developed this Digital Signage Policy to provide a framework for members to advertise using digital technology in a responsible manner which adheres to relevant legislation and regulation. The OMA advocates for regulatory changes to permit the use of new OOH advertising technologies to enhance the service offered to advertisers and the community. The OMA Digital Signage Policy is a living document and will change as technology and business practices evolve. 

Environment Guiding Principles

Under the OMA Code of Ethics, members are expected to engage in environmentally responsible practices to minimise the impact of the industry’s operations on the environment and the communities in which they operate.

National Health and Wellbeing Policy

The OMA National Health and Wellbeing Policy restricts the advertising of occasional food and drink products on Out of Home signs within a 150 metre sightline of a school. The policy aims to meet community expectations and support government efforts to tackle overweight and obesity in Australia. 

Placement Policy

The OMA and its members recognise that OOH advertising is visible to a broad audience and as such, the placement of advertising must be taken into account when considering compliance with the self-regulatory codes.
This is particularly important when advertising certain products that are illegal for sale to minors as well as occasional food and beverage products.

Political Advertising Policy

While most other self-regulatory codes are silent on political advertising, the OMA has developed the following Policy to provide a framework for OMA members for the display of political advertising.
This policy applies to any advertising considered to be political advertising. Ad Standards generally regards political advertising as being “advertising that attempts to influence or comment upon a matter which is currently the subject of extensive political debate.”

Vegetation Management Policy

Vegetation management around outdoor advertising signs is an issue that continues to affect the industry due to the variable, inconsistent and sometimes unclear processes across Australia.
The OMA advocates for consistent, clear and transparent rules and procedures for the management of vegetation around signs. This policy was created to outline best practice principles for Consent Authorities in relation to the management of vegetation around signage while also affirming OMA member’s commitment to safe and sustainable practices.

Model Codes
ACT | NSW | SA | VIC | WA

The OMA works closely with state planning departments, state road authorities and local governments to ensure that planning controls promote safe, high-quality signage that is well integrated with the surrounding environment. The model codes are a best practice guideline for the regulation of Outdoor advertising devices and signage. They apply to both large format billboards and small format signs.

The OMA and its members also follow wider industry codes set by the Australian Association of National Advertisers and the Alcohol Beverages Advertising Code Scheme.