Government advertising

Report 16: 2016–17

In this audit we examined the economy of government purchasing of advertising, the effectiveness of a selection of advertising campaigns, and the application of governance frameworks.

Public sector entities use advertising and communication activities to convey messages to the public about the rollout of new policies and programs, items of public interest (such as work, health, and safety issues), and other critical community information (such as preparing for storm season).

As advertising has the potential to influence people and impact on public opinion, public sector entities must use their advertising and communication activities appropriately. Government advertising expenditure should be prudent, with entities using taxpayer funds to genuinely provide information to the public rather than to gain political advantage. The government can achieve this by applying robust review and approval processes and guidelines.

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