Effective 2026-05-01
Advertising Content Policy
slug: advertising-content-policy title: Advertising Content Policy documentType: community_guidelines version: "2.0" appContext: advertiser_app requiredForRole: null displayOrder: 2 mustAcceptToUse: true effectiveDate: 2026-05-01 jurisdiction: WA summary: | What advertising creative is permitted on OOHAi car-top and in-car displays.
06 — Advertising Content Policy
Effective Date: 1 May 2026 Owner: OOHAi Media Pty Ltd as trustee for the OOHAi Media Unit Trust. Application: All Advertisers, Advertiser Users, and any agency placing campaigns through the Advertising Service. Defined terms: Capitalised terms not defined in this document have the meaning given in 00 — Definitions.
This Policy describes the content rules that apply to every Creative submitted to the Advertising Service, the workflow by which Creatives are approved, and the action OOHAi Media may take when a Creative is found to breach this Policy. This Policy supplements the Advertiser Terms of Service. In any conflict, the Advertiser Terms of Service prevail.
1. Purpose and context
The Advertising Service distributes paid advertisements to Player Tablets installed in or on partner vehicles operating across Perth and surrounds. Player Tablets play in spaces visible to: passengers in the Vehicle, drivers, pedestrians and other road users where car-top displays are used, and the public at large.
Because the audience cannot opt out, Advertisers carry a higher standard of care than for, for example, a private direct-marketing channel. This Policy reflects that standard.
Every Creative must comply with: (a) this Policy; (b) the AANA Code of Ethics; (c) where applicable, the AANA Food and Beverages Advertising Code, the AANA Wagering Advertising Code, the ABAC Responsible Alcohol Marketing Code, the ABAC Quick Service Restaurants Code, the Therapeutic Goods Advertising Code; (d) the Outdoor Media Association's standards for out-of-home advertising; (e) the Australian Consumer Law; and (f) all other Australian laws and codes applicable to the relevant product or service category.
2. Prohibited content
The following Creative content is prohibited and will be rejected at review:
2.1 Illegal goods or services. Anything illegal to sell or market in Western Australia.
2.2 Tobacco. Any tobacco product, e-cigarette, vape, or related accessory. This is a complete prohibition.
2.3 Drugs. Any prohibited drug, drug paraphernalia, or product whose primary purpose is to mask or evade drug testing. Pharmaceuticals are subject to clause 4.4.
2.4 Weapons. Firearms, ammunition, knives marketed for offensive use, and weapons. Lawful sporting use of weapons may be acceptable on a case-by-case basis but only with explicit OOHAi Media approval and only with content that does not depict aimed weapons or violence.
2.5 Adult and sexually explicit content. Pornography, escort services, sex toys, dating services with sexual emphasis, fetish content, and sexually suggestive imagery. Lingerie and swimwear advertising is acceptable only with restrained imagery suitable for general public viewing.
2.6 Hate, harassment, and discrimination. Content that promotes or condones hatred, harassment, or discrimination on the basis of race, gender, gender identity, sexuality, religion, disability, age, or nationality.
2.7 Violence. Depictions of violence, assault, dangerous stunts, animal cruelty. Action movies, video games, and similar may be acceptable with restrained imagery and appropriate consumer-advice symbology.
2.8 Misleading or deceptive content. Content that is false, misleading, or deceptive, in breach of section 18 of the Australian Consumer Law.
2.9 Scams and fraud. Multi-level marketing presented as employment, get-rich-quick schemes, fake testimonials, fake countdown timers, fake "limited" offers, fake government endorsements.
2.10 Cryptocurrency speculation. Speculative cryptocurrency offerings, "memecoin" promotion, and non-AFSL-compliant financial-service advertising. Regulated cryptocurrency exchanges with appropriate AFSL or class-relief arrangements may advertise subject to clause 4.5.
2.11 Child exploitation. Any content that exploits, sexualises, or endangers children. This is a complete prohibition. Suspected child-exploitation content will be reported to the eSafety Commissioner and Western Australia Police.
2.12 Self-harm and dangerous behaviour. Content that promotes self-harm, suicide, eating disorders, or dangerous "challenges".
2.13 Hacked or stolen content. Content that incorporates leaked, hacked, or stolen materials.
2.14 Defamation, IP infringement. Content that defames any person, infringes any third-party Intellectual Property right, or breaches any third party's image rights.
2.15 Political campaigning. Federal, state, or local political campaigning during the regulated election period as defined by the AEC or the WAEC. Outside the regulated period, advocacy campaigning must satisfy the authorisation requirements of the Commonwealth Electoral Act 1918 and equivalent state law and must be clearly attributed.
3. Restricted content
The following is restricted and may run only with the additional safeguards in this clause.
3.1 Alcohol. Permitted with restrained imagery only and subject to: (a) compliance with the ABAC Code; (b) a placement schedule that excludes Vehicles serving school-zone deliveries during school hours; and (c) tasteful copy that does not encourage excessive consumption.
3.2 Gambling and wagering. Permitted only by AFSL-authorised wagering operators registered in Australia. Must include the responsible-gambling helpline reference. Must comply with the Interactive Gambling Act 2001 (Cth) and applicable state law. May not target young audiences and may not appear during regulated sports-broadcast periods that prohibit gambling advertising. Subject to a higher review burden.
3.3 Quick-service food and sugar-sweetened beverages. Permitted with compliance to the AANA Food and Beverages Advertising Code, including no targeting of children, no use of popular children's characters, no false health claims.
3.4 Financial services. Permitted only by AFSL-licensed entities for financial products, ACL-licensed entities for credit, or otherwise where the advertiser is exempt. Must include risk disclosure for products that carry risk of capital loss.
3.5 Therapeutic goods. Permitted only where the goods are listed or registered in the ARTG and the advertising complies with the Therapeutic Goods Advertising Code. Prescription-only medicines may not be advertised to consumers.
3.6 Government services. Federal, state, and local government services may advertise subject to standard review and the requirement for the advertising to be apolitical (where required) and clearly attributed.
3.7 Religion. Religious organisations may advertise events and services. Content that proselytises in a manner intended to alarm or distress is not permitted.
4. Creative quality standards
4.1 Specifications. Creatives must meet the format, codec, resolution, aspect ratio, file-size, and duration specifications set out in the Advertiser Portal at the time of submission. OOHAi Media may transcode submitted Creatives for delivery, but specification non-compliance is grounds for rejection.
4.2 Legibility. Critical text must be legible at the typical viewing distance for the placement category (in-Vehicle versus car-top). The Advertiser Portal publishes minimum text sizes per placement.
4.3 Audio. Audio is delivered at a normalised loudness level. Submissions with extreme dynamic range may be re-mastered or rejected.
4.4 Flashing and seizure-inducing patterns. Strobing, flashing, or other seizure-inducing patterns are prohibited. Compliance with the WCAG 2.1 Level AA flashing-content guideline is required.
4.5 Correct attribution. Brand names, trademarks, and logos must be the Advertiser's own or used under a verifiable licence from the rights holder.
5. Approval workflow
5.1 Default workflow. A Creative submitted by an Advertiser Tenant follows the default approval workflow:
- Automated content-analysis pass via the OOHAi Media
ContentAnalysisService, which uses a vision-and-text model to score the Creative against the prohibited and restricted categories in clauses 2 and 3. - If the automated pass returns a confidence-low or risk-high score, the Creative is queued for human review by OOHAi Media's content team.
- Human reviewer approves, requests change, or rejects, with reasons recorded.
- The approval status is reflected in the Advertiser Portal and the Creative becomes eligible for selection.
5.2 Agency bypass. A Tenant with an Agency designation, or an Advertiser User with the bypassAdApproval permission, may submit Creatives that go directly to "approved" without human review. The bypass is recorded in the Audit Log. Use of the bypass is the Tenant's responsibility under clause 8.2 of the Advertiser Terms of Service.
5.3 OOHAi Media discretion. OOHAi Media may at any time review, reject, withdraw approval from, or remove from delivery any Creative — including a previously-approved Creative or a Creative that bypassed approval — if continued delivery would breach this Policy, applicable law, or any industry code, or would expose OOHAi Media or the public to harm.
5.4 Emergency stop. OOHAi Media operates an emergency-stop mechanism that takes any Creative out of delivery across all Player Tablets immediately. The emergency stop is logged.
6. Audience suitability
6.1 Context-aware routing. OOHAi Media routes Creatives to Player Tablets contextually. Some Player Tablets are deployed in Vehicles operated by school-bus, child-services, or aged-care providers. Creatives marked as "general audience" run across the full network; creatives in restricted categories (alcohol, gambling) are excluded from contextually unsuitable routes.
6.2 Day-parting. Restricted-category Creatives may be subject to day-parting that prevents them running in school-pickup time bands.
6.3 Geofencing. OOHAi Media may exclude restricted-category Creatives from running in geographic areas adjacent to schools, hospitals, places of worship, and other sensitive locations.
7. Complaints
7.1 Public complaints. Members of the public may complain about any Creative by emailing complaints@oohai.com.au with a description of the Creative, the location, and the date and time of viewing.
7.2 Triage. OOHAi Media triages each complaint within 5 Business Days. A complaint that, on its face, alleges a breach of clauses 2 or 3 results in the immediate suspension of delivery of the Creative pending investigation.
7.3 Investigation. Where a complaint is made and the relevant Advertiser is identified, OOHAi Media gives the Advertiser a reasonable opportunity to respond before making a final determination.
7.4 Determination. The Creative is either re-instated (where the complaint is unfounded) or removed (where the complaint is upheld). The determination is recorded in the Audit Log. The complainant is informed of the outcome.
7.5 External complaint bodies. A complainant may also lodge a complaint with Ad Standards (for general advertising-code matters), the relevant industry self-regulator (ABAC, etc.), or a regulator (ACMA, ACCC, TGA, ASIC).
8. Recordkeeping
8.1 OOHAi Media retains records of: (a) Creative submission, approval, rejection, withdrawal, and emergency stop; (b) the Audit Log for content-management actions; (c) complaints and outcomes; for a minimum of 7 years.
8.2 Creatives that have been rejected or withdrawn are retained for compliance and audit purposes and are not deleted.
9. Penalties for breach
9.1 Repeated breaches of this Policy by an Advertiser may result in: (a) elevated review burden (loss of Agency bypass); (b) higher refundable deposit; (c) campaign suspension; (d) Tenant termination under the Advertiser Terms of Service; and (e) reporting to law-enforcement or regulators where the breach involves illegal content.
9.2 Forfeiture of Wallet credits may apply under clause 15.2 of the Payment Terms where the breach is fraudulent.
10. Updates
OOHAi Media may update this Policy from time to time, including to reflect changes in industry codes or law. The current version is published in the Advertiser Portal. A material update is notified to Tenant Owners by email at least 14 days before it takes effect.
End of Advertising Content Policy.