Industry Launches Psychosocial Safety Code of Conduct: “Significant Achievement”
Key industry bodies including Advertising Council Australia (ACA), Australian Association of National Advertisers (AANA), and Media Federation of Australia (MFA) have launched a new code of conduct designed to create safer work environments.
The Psychosocial Safety Code of Conduct was developed in response to recent changes to Australia’s work, health, and safety (WHS) regulations, and to help employers identify and assess psychosocial hazards to eliminate or reduce risks associated with work-related stress.
ACA national head of engagement Hannah Sturrock told LBB that the code is “the tide that lifts all boats.”
“It’s essentially a tool to start everyday conversations about working together to provide a safe, positive, thriving industry, and embed a common language,” Hannah said.
“This free industry-tailored code gives us a benchmark to work to and collaborate around.
“We have a duty of care beyond just our own teams, and this code spotlights the realities of working - safely - within an ecosystem.”
ACA CEO Tony Hale said the code is the culmination of 18 months of extensive industry consultation.
“Every potential scenario that could contribute to harm was carefully considered, resulting in a tailored framework designed specifically for the media and marketing industry,” Tony said.
“The industry coming together like this is a significant achievement, contributing to collective progress and ensuring we remain a sector where creativity thrives, talent flourishes, and people come first.”
Spearheaded by the MFA, the guidelines were produced in partnership with the AANA, ACA, Interactive Advertising Bureau Australia (IAB), Commercial Radio & Audio (CRA), Outdoor Media Association (OMA), and ThinkTV, as well as pitching and client relationship consultants.
It features industry-wide responsibilities for media agencies, creative agencies, clients and media owners; structured advice on consultation, cooperation and coordination within the advertising supply chain; guidance on integrating psychosocial safety into client-agency contracts to ensure compliance from the outset; and practical steps for hazard identification, management, and resolution in fast-paced, high-stakes work environments.
MFA CEO Sophie Madden said the code takes into account that the media industry thrives on the collaboration of multiple stakeholders.
“The code empowers businesses to navigate [compliance] challenges while protecting their people and meeting legal obligations,” she said. “Our goal is to deliver great work while safeguarding the wellbeing of those who make it happen.
“The MFA is immensely proud to lead this important initiative, ensuring that everyone in our industry is protected, supported and empowered to thrive.”
“A bit of psychosocial stress is normal, especially in our industry, and there’s a window of tolerance, but we don’t want to let stress turn into distress,” Hannah added.
“All leaders need to put control measures in place to ensure stress remains tolerable and even motivating, not hazardous.
“Consultation is massive. Talk to your people, they’re your most valuable resource.”
The code builds on last year’s launch of ‘MFA People First – A Playbook for Leaders on Psychosocial Safety’, billed as a comprehensive resource equipping leaders with the necessary tools to prioritise mental wellbeing.
The MFA will host a free webinar on Wednesday 12 March to educate industry leaders on the new code.
