Media watchdog the ACMA has ruled TEN in breach of the Broadcasting Services Act for failing to declare an advertisement had political content.
The ad for ‘notbornyet’, an anti-abortion campaign run by Emily’s Voice, screened in Perth in September but lacked the name of the person or organisation who authorised it.
The ACMA found that it constituted political matter as it sought not only to influence the personal choices made by people experiencing an unwanted pregnancy but also to influence public opinion about abortion and its regulation.
The Broadcasting Services Act outlines that political matter is not confined to election campaigns, and that information must be broadcast immediately after.
Following the breach TEN has undertaken to work with Commercials Advice at Free TV to incorporate the finding into the commercials review process and training in relation to advertising.