PDF version of certification statement

Certification Statement - NTC MTA Pregnancy 2 (PDF 59 KB)

Chief Executive Certification for Government Advertising Campaigns

Certification Statement – National Tobacco Campaign - More Targeted Approach - Second Set of Pregnancy Materials

I certify that the second set of pregnancy materials within National Tobacco Campaign - More Targeted Approach comply with the Guidelines of Information and Advertising Campaigns by Australian Government Departments and Agencies (Guidelines).

This certification takes into consideration the Report of the Independent Communications Committee, which indicates the National Tobacco Campaign - More Targeted Approach pregnancy activity, in their view, complies with Principles 1 to 4 of the Guidelines, dated 17 May 2011.

My certification has also been informed by advice and evidence of compliance with the Guidelines provided by officers within the Department of Health and Ageing with responsibility for the design, development and implementation of the National Tobacco Campaign.

I certify compliance with relevant legal and procurement matters relating to the presentation and delivery of the campaign (Principle 5 of the Guidelines).

Jane Halton
Department of Health and Ageing
24 May 2011

Principle 2: Campaign materials should be presented in an objective, fair and accessible manner and be designed to meet the objectives of the campaign.

Tick Campaign materials enable the recipients of the information to distinguish between facts, comment, opinion and analysis.

Tick Where campaign materials have presented materials as fact, those facts are accurate and verifiable.

Tick Campaign materials do not attempt to mislead the recipient about the situation with which any comparisons are made, and the basis for the comparison is stated explicitly.

Tick Pre-existing policies, products, service and activities are not presented as new.

Tick Special attention has been paid to communication with any disadvantaged people living in rural and remote areas, Indigenous audiences and people from non-English speaking backgrounds.

Tick Imagery used in campaign materials reflects the diverse range of Australians. The interests, lifestyles and contributions of women, Indigenous and culturally and linguistically diverse communities are realistically portrayed and their participation and contribution to Australian society is recognised.

Tick Campaign materials have been tested with target audiences to indicate they are engaging and perform well against the objectives of the campaign.

Principle 3: Campaign materials should be objective and not directed at promoting party political interests.

Tick Campaign materials are presented in objective language and are free of political argument.

Tick Campaign materials do not try to foster a positive impression of a particular political party or promote party political interests.

Tick Campaign materials:
  • Do not mention the party in Government by name;
  • Do not directly attack or scorn the views, policies or actions of others such as the policies and opinions or opposition parties or groups;
  • Does not include party-political slogans or images;
  • Have not been designed to influence public support for a political party, a candidate for election, a Minister or Member of Parliament; and
  • Do not refer or link to the websites of politicians or political parties.

Page last reviewed: 05 March 2014