AANA

What AANA does

AANA (Australian Association of National Advertisers) is the leading nonprofit marketing industry body in Australia, headquartered in Sydney and serving as both the advocacy voice for national advertisers and the custodian of Australia's self-regulatory advertising framework. The organization develops, maintains, and enforces a suite of five advertising codes — Code of Ethics, Food & Beverages Advertising Code, Children's Advertising Code, Environmental Claims Code, and Wagering Advertising Code — and channels complaints through the Ad Standards Community Panel, which publishes case reports. Its products and services fall into four buckets: regulatory and policy resources (Codes & Compliance Hub, Policy Hub, Ad Standards complaints system), flagship member events (RESET annual conference, CMO Connect, Directors Cut, Masterclass), training (AANA Academy, Online Code Training covering privacy, environmental claims, food & beverages, and code compliance), and cross-industry coordination initiatives (the Australian Chapter of Ad Net Zero launched jointly with ACA, IAB, and MFA in October 2024).

The business model is membership-based, monetized through tiered membership dues from ~100+ named enterprise members spanning FMCG, banking, retail, technology, automotive, travel, and advertising/media sectors (logos include Coca-Cola, McDonald's, Nestle, Google, Meta, Amazon, Commonwealth Bank, NAB, Telstra, L'Oréal, Qantas, Toyota, Salesforce, WPP, Publicis, Omnicom, and Dentsu), supplemented by event registrations, paid training, and sponsorship. Pricing is not publicly disclosed. The organization operates with a lean 11-50 employee base, is governance-led (Chair Jenni Dill appointed December 2024 succeeding Martin Brown; CEO Josh Faulks), and as of June 2026 is undergoing a unification merger with ADMA to form a stronger combined industry body representing both brand-side advertising and data-driven marketing.

Technology footprint is administrative rather than product-grade: AANA operates a WordPress-based web platform at aana.com.au distributing codes, events, training courseware, and member reports; there is no public API, SDK, or native mobile app; AI/ML capabilities are limited to policy coordination (Responsible AI in Marketing Council with ACA and IAB) rather than in-house model development. The organization is independent and non-VC/PE-backed, with operations confined to Australia.

Name

AANA

Legal name

Australian Association of National Advertisers

Website

https://aana.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

AANA is Australia's leading nonprofit marketing industry body, providing self-regulatory advertising codes, industry advocacy, events, and training to 100+ enterprise brand and agency members across FMCG, banking, technology, retail, and media sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Distribution channels1 record

Marketing channels8 records

Core offering

AANA is the leading marketing industry body in Australia, developing and enforcing self-regulatory advertising codes (Code of Ethics, Food & Beverages, Children's, Environmental Claims, Wagering) and providing advocacy, professional development, networking, and policy guidance to brand members. It operates paid events and training programs including the RESET annual conference, Directors Cut, CMO Connect, AANA Academy, and online code training.

Product overview

AANA (Australian Association of National Advertisers) is the leading marketing industry body in Australia, operating as an industry association rather than a technology product company. Its core offerings consist of self-regulatory advertising codes including the Code of Ethics, Food & Beverages Advertising Code, Children's Advertising Code (effective December 2023), Environmental Claims Code (effective March 2025), and Wagering Advertising Code. These codes are accompanied by Practice Notes providing guidance and are administered through the Ad Standards complaints system. AANA also provides professional development through RESET annual conference, CMO Connect, Directors Cut event series, AANA Academy, and Online Code Training. Additional services include a Policy Hub with regulatory guidance and annual Member Value Reports.

Differentiator

Problem solved

Functional benefit

Brands

• RESET: AANA's flagship annual marketing conference focused on growth and industry disruption
• Directors Cut
• AANA Academy
• CMO Connect
• Masterclass

Products and services

• Code of Ethics The foundational advertising code ensuring advertisements in Australia are legal, honest, truthful, and prepared with respect for human dignity, avoiding harm to consumers and society, with fairness to competitors. It governs all advertising and marketing communications in Australia.
• Food & Beverages Advertising Code Self-regulatory code effective 1 November 2021 ensuring advertisers maintain social responsibility in food and beverage advertising, with rules about advertising to children and nutrient profile criteria. Replaces the prior RCMI and QSRI initiatives.
• Children's Advertising Code Self-regulatory code effective 1 December 2023 extending safeguards to all advertising directed at children, prohibiting advertising of hazardous products and addressing influencer advertising and unsafe practices including bullying or unhealthy body image promotion.
• Environmental Claims Code Self-regulatory code effective 1 March 2025 ensuring advertisers apply rigorous standards when making environmental claims, increasing public trust and confidence in environmental communications and combating greenwashing.
• Wagering Advertising Code Self-regulatory code effective 1 February 2021 governing advertising and marketing communication for wagering products and services provided by licensed operators in Australia.
• RESET Conference Australia's premier annual marketing conference bringing together industry leaders for thought leadership on growth, disruption, and industry trends. RESET 2026: Growth Through Disruption scheduled for 6 August 2026 in Sydney at Ilumina.
• Directors Cut Event series launched August 2025 designed specifically for Marketing Directors on the path to becoming Australia's next generation of CMOs. Stand-up mingle-style format in rotating premium venues across Sydney and Melbourne.
• CMO Connect Exclusive event series connecting Chief Marketing Officers for networking and thought leadership.
• AANA Academy Expert-led, interactive online classroom providing cutting-edge training for marketers. Courses include Privacy in Digital Media, Environmental Claims training, and other regulatory compliance programs.
• Online Code Training Self-paced online training courses helping companies understand and comply with AANA advertising codes and standards, including the Environmental Claims Code, Food & Beverages Code, and other regulatory requirements.
• Marketing Effectiveness Masterclass Professional development sessions covering marketing effectiveness training, building data-driven marketing organizations, and other specialized marketing skill programs.
• Ad Standards Complaints System Community complaints handling system administered by the Ad Standards Community Panel for advertising that may breach AANA codes, processing complaints and publishing case reports.

Named customers107 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Ad Net Zero (Australian Chapter)coreStrategic or Co-development Partner · 24 October 2024AANA partnered with ACA, IAB, and MFA to launch the Australian Chapter of Ad Net Zero, the global initiative to accelerate decarbonisation of the advertising and marketing industry. The initiative operates in territories representing over 50% of global ad spend.
• Advertising Council Australia (ACA)coreStrategic or Co-development PartnerJoint partner in Ad Net Zero Australian Chapter and other industry initiatives
• Interactive Advertising Bureau Australia (IAB)coreStrategic or Co-development PartnerJoint partner in Ad Net Zero Australian Chapter
• Media Federation of Australia (MFA)coreStrategic or Co-development PartnerJoint partner in Ad Net Zero Australian Chapter
• ADMAcoreStrategic or Co-development PartnerAANA and ADMA (Association for Data-Driven Marketing and Advertising) are uniting to create a stronger industry body for the future, announced June 2026
• Arnott'sminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• DentsuminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• GoogleminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• MetaminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• GroupMminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• IPG MediabrandsminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• Publicis GroupeminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• Omnicom Media GroupminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• NineminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• News Corp AustraliaminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• NestléminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• LionminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• Scope3minorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• SBSminorStrategic or Co-development PartnerFoundation supporter of Ad Net Zero Australian Chapter
• Responsible AI in Marketing CouncilcoreStrategic or Co-development PartnerJoint initiative of AANA, ACA, and IAB to develop industry guidelines on ethical AI use in marketing, with final guidelines released December 2025

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Regional players

• IAB Australia: Interactive Advertising Bureau Australia is the digital advertising industry body and another AANA partner on Ad Net Zero and AI in marketing guidelines. Comparable advocacy-and-standards role but focused on digital/interactive media rather than advertiser-side.
• ACA (Advertising Council Australia): ACA is the Australian agency-side industry body and a direct AANA partner on Ad Net Zero and the Responsible AI in Marketing Council. Complementary remit (agencies vs. advertisers) within the same Australian market.
• MFA (Media Federation of Australia): MFA represents media agencies and media owners in Australia and is a partner of AANA on the Ad Net Zero Australian Chapter. Comparable industry-body role but on the agency/media-owner side of the ecosystem.
• ICAS (Independent Communications Authority of South Africa): ICASA is the South African communications and advertising regulator with standards-setting authority. While it is a statutory body rather than a self-regulatory association, it plays an analogous standards-and-advocacy role for advertisers in its market.

Direct peers

• ISBA (Incorporated Society of British Advertisers): ISBA is the UK equivalent of AANA, representing brand advertisers, developing cross-media standards, and providing training and policy advocacy. Comparable mandate in a single-country market with a strong self-regulatory tradition.
• Ad Standards Australia: Ad Standards operates the community complaints panel that adjudicates against AANA's codes. It is the operational arm through which AANA's self-regulatory framework is enforced, making it a tightly coupled peer in the standards value chain.
• Ad Standards (Canada): Ad Standards operates Canada's national advertising self-regulatory system, including the complaints process and code administration. Functionally analogous to the Ad Standards complaints body that AANA's codes feed into.
• ANA (Association of National Advertisers): The US national advertiser association is the closest analogue to AANA: a membership body for brand marketers that develops codes of conduct, advocates with government, and runs industry conferences. Comparable remit and stakeholder set make it AANA's most direct international peer.

Broad incumbents

• WFA (World Federation of Advertisers): WFA is the global peak body for national advertiser associations and corporate marketers. AANA engages with WFA on cross-border standards; WFA is broader in scope (global) but overlapping in function (industry advocacy, code development, sustainability initiatives).
• Advertising Association (UK): The Advertising Association is the UK umbrella body covering advertisers, agencies, and media. Comparable in policy advocacy and industry representation, but broader in scope than AANA's advertiser-only mandate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInau.linkedin.com/company/australian-association-of-national-advertisers
• Instagraminstagram.com/aana_au
• Xx.com/AANA_says

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AANA