Unloved and facing regulation, the ad industry plays a $53b card

afr.com:

Australia’s advertising industry has asserted itself as a bigger force than the accommodation and fast food sectors in economic output, pre-empting a crackdown by the Albanese government on gambling and wagering advertising.

The $300.5 million-a-year slice of Australia’s media market could face renewed threat within months. There are signs the fast food industry, which spends $330 million annually, might face similar pressure.

Nike’s famous Just Do It slogan. 

Now, the advertising industry is pushing back against further moves to restrict ads. The three organisations representing Australia’s advertising sector have co-funded new research showing they create and support 245,000 Australian jobs and add $53 billion – 2.1 per cent – to Australia’s gross domestic product. Hotels and food add $47 billion.

Compiled by Deloitte Access Economics, the report found $17.7 billion was spent on advertising in Australia last year.

The report was commissioned by the Australian Association of National Advertisers, the Media Federation of Australia and the Advertising Council of Australia, a major display of unity in a usually fractured media industry.

Broadly, the AANA represents big companies that advertise, the MFA covers the media agencies that buy and trade ad space, and the ACA acts for the wider ad agency market. It’s also “supported” by the industry bodies for TV, radio, outdoor media companies and online advertising.

The last time a Deloitte report like this was commissioned was in 2016, when it showed 200,000 people worked in the sector and added $40 billion to the economy.

“There’s a perception of advertising among consumers and some politicians – talk of food and beverage bans, privacy changes, environmental claims. That’s why