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ADV2000 Advertising, Regulation and Ethics

Semester 1, 2020 Online
Short Description: Advertising Regulation&Ethics
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 1
ASCED code : 100700 - Communication & Media Studies
Grading basis : Graded


Examiner: Andrew Mason

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course.


Advertising is a persuasive medium which has broader social and ideological implications. There is an expectation that advertising should comply to standards which reflect those of the society in which it operates. Wider cultural considerations are acknowledged in this course which provides an important foundation in considering the ethical practice of advertising and in understanding the ways in which advertising may be regulated.


This course is a second-level course in the Advertising major. It introduces students to important concepts for the profession of advertising. Students will engage with concepts relating to the ethical practice and cultural appropriateness of advertising, and discuss the implications of advertising from a personal, social, political and corporate perspective. Different modes of regulation of advertising will be discussed including self-regulation, industry-regulation, and external-regulation.


On successful completion of this course students should be able to:

  1. recognise and explain ethical issues related to advertising;
  2. identify regulatory bodies which apply to advertising in Australia;
  3. research, explore, develop and evaluate ideas through reflective thinking to fulfil the requirements of all assignments;
  4. communicate in written English by clearly and logically expressing ideas.


Description Weighting(%)
1. Culture and advertising 15.00
2. Ethics and advertising 30.00
3. Intellectual property, copyright 25.00
4. Regulation of advertising 30.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

Phillips, F & Messenger, N 2014, Advertising, communications & copyright, Australian Copyright Council, Strawberry Hills, New South Wales.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Moriarty, S, Mitchell, N, Wells, W, Crawford, R & Brennan, L 2014, Advertising: Principles and Practice, 3rd edn, Pearson Australia, Frenchs Forest, New South Wales.
Sheehan, K. B 2014, Controversies in contemporary advertising, 2nd edn, Sage Publications, Thousand Oaks, California.

Student workload expectations

Activity Hours
Directed Study 39.00
Private Study 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
QUIZ 1 100 10 23 Mar 2020
ASSIGNMENT 100 40 11 May 2020
QUIZ 2 100 10 25 May 2020
TAKE HOME EXAM 100 40 End S1 (see note 1)

  1. This will be a take home exam. Students will be provided further instruction regarding the exam by their examiner via StudyDesk. The examination date will be available via UConnect when the Alternate Assessment Schedule has been released.

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all activities scheduled for them, and to study all material provided to them or required to be accessed by them, to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    Due to COVID-19 the requirements for S1 2020 are: To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

    Requirements after S1 2020:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    Due to COVID-19 the requirements for S1 2020 are: To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

    Requirements after S1 2020:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative items for the course.

  6. Examination information:
    Due to COVID-19 the requirements for S1 2020 are: An Open Examination is one in which candidates may have access to any printed or written material and a calculator during the examination.

    Requirements after S1 2020:
    Candidates are allowed to bring only writing and drawing instruments into a closed examination.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Due to COVID-19 the requirements for S1 2020 are: The details regarding deferred/supplementary examinations will be communicated at a later date.

    Requirements after S1 2020:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Evaluation and benchmarking

In meeting the University’s aims to establish quality learning and teaching for all programs, this course monitors and ensures quality assurance and improvements in at least two ways. This course:
1. conforms to the USQ Policy on Evaluation of Teaching, Courses and Programs to ensure ongoing monitoring and systematic improvement.
2. forms part of the Bachelor of Education and is benchmarked against the:

  1. internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.
  2. Queensland College of Teachers
  3. Australian Professional Standards for Teachers (APST) of the Australian Institute for Teaching and School Leadership (AITSL).

Date printed 19 June 2020