Briefing a host on claims and restrictions

Separate the host brief into approved claims, conditions that must accompany them, and restricted claims or topics. Describe the product and intended audience, the action listeners should take, and how to say the brand name; identify the owner and date of the current approved version.

For each factual claim, check that the supporting material backs the exact wording. The Australian Consumer Law (ACL) prohibits misleading or deceptive conduct under section 18 and covers specific false or misleading representations under section 29; ACCC guidance says claims should be true, accurate and based on reasonable grounds, and businesses must be able to prove them.

Keep a record for each material claim with its exact approved wording, supporting evidence, any applicable conditions, restricted wording or topics, the approving reviewer, approval date and review trigger. Record the reviewer’s name and review triggers such as a change to the evidence, offer or applicable rule.

Put any offer expiry, eligibility requirement or stock limit beside the benefit in the host-facing brief, not in a hidden footnote. Restrict wording that drops a condition or adds a benefit the evidence does not establish.

Treat claims about performance, quality, benefits, price, origin and testimonials as review flags: the supplied ACL guidance identifies false or misleading representations in these areas. Restrict any claim the evidence does not support, and do not authorise the host to describe an experience they have not had.

The advertiser’s responsible campaign reviewer approves the exact wording and its conditions. Record restricted wording or topics precisely so the host does not have to infer what is prohibited.

The AANA Code of Ethics aims for advertising and marketing communications to be legal, honest and truthful, respect human dignity, avoid harm to consumers and society, and be fair and responsible to competitors. Check proposed claims and restrictions against these objectives as well as the ACL.

The AANA Code applies to marketing communications under an advertiser’s reasonable control, whether or not payment or other valuable consideration is involved; it includes sponsorship announcements. It covers advertising directed to potential customers physically present in Australia, and defines Medium broadly to include internet, radio, telecommunications and emerging technologies.

The AANA Practice Note provides guidance to advertisers and complainants and is applied by the Ad Standards Community Panel in making determinations. Where the Code is ambiguous, its provisions prevail.

For a product or audience subject to additional rules, have the responsible reviewer identify the applicable rule and verify its current requirements before approving the claim. Put the rule and any relevant conditions or topic restrictions in the brief.

Spotify describes a host as a surrogate or spokesperson whose association can lend a brand cache or relevance, and says listeners’ trust in a host can transfer to an ad. The brief should not authorise claims or personal endorsements beyond what has been approved.

Before sharing the brief, confirm the host can see the approved wording, its conditions, the restricted wording or topics, the reviewer and the approval date. If a claim or condition needs clarification, refer it to the responsible reviewer before recording.

Key Elements to Include in a Host Brief on Claims and Restrictions

Permitted vs Restricted Claims in Podcast Advertising