Product Overview

Summary: This Digital Signage and Advertising Standard Operating Procedure provides a clear, repeatable framework for planning, approving, publishing and maintaining digital content across your workplace and customer-facing screens. It helps Australian businesses protect their brand, stay compliant with advertising and privacy laws, and ensure consistent, on‑message communication at every site.

Digital signage is now a critical communication channel for Australian organisations, used for advertising, wayfinding, safety messaging, promotions and real‑time updates. Without a clear procedure, content can become inconsistent, non‑compliant, off‑brand or simply go out of date, creating confusion for customers and staff and exposing the business to reputational and regulatory risk. This Digital Signage and Advertising SOP sets out a structured, end‑to‑end process for how digital content is requested, created, approved, scheduled, published, monitored and retired across all locations.

Developed for the Australian market, the procedure clarifies roles and responsibilities between marketing, operations, IT and WHS, and embeds checks for compliance with the Australian Consumer Law, advertising codes and internal brand standards. It addresses practical issues such as content hierarchy (e.g. safety vs promotional messaging), screen zoning, acceptable imagery, frequency of updates, and data privacy considerations for dynamic or targeted content. By implementing this SOP, your organisation gains a robust governance framework that supports consistent, high‑impact digital signage while reducing errors, rework and the risk of misleading or non‑compliant advertising.

Key Benefits

• Standardise how digital signage and advertising content is requested, designed, approved and deployed across all sites.
• Ensure compliance with Australian Consumer Law, advertising standards and internal brand guidelines for all digital displays.
• Streamline collaboration between marketing, operations, IT and WHS teams to reduce delays and content errors.
• Maintain up‑to‑date, relevant and accurate on‑screen messaging through clear review and expiry processes.
• Reduce reputational and legal risk by controlling who can publish content and how changes are documented and audited.

Who is this for?

• Marketing Managers
• Brand and Communications Managers
• Retail Operations Managers
• Facilities Managers
• Franchise Owners
• IT and Digital Infrastructure Managers
• WHS Managers
• Compliance and Risk Managers
• Venue and Events Managers
• Hospitality and Accommodation Managers

Included Sections

• 1.0 Purpose and Scope
• 2.0 Definitions and Terminology
• 3.0 Roles and Responsibilities (Marketing, Operations, IT, WHS, Franchisees)
• 4.0 Governance and Compliance Requirements
• 5.0 Digital Signage Asset Inventory and Classification
• 6.0 Content Categories and Priority Rules (Safety, Regulatory, Informational, Promotional)
• 7.0 Content Request and Briefing Process
• 8.0 Content Creation, Design Standards and Brand Guidelines
• 9.0 Legal, Compliance and WHS Review Requirements
• 10.0 Approval Workflow and Authorisation Levels
• 11.0 Scheduling, Publishing and Version Control
• 12.0 Integration with Central Content Management Systems (CMS)
• 13.0 On‑Site Screen Management and Display Standards
• 14.0 Accessibility, Readability and Language Requirements
• 15.0 Use of Data, Targeting and Privacy Considerations
• 16.0 Monitoring, Quality Assurance and Issue Resolution
• 17.0 Handling Complaints and Content Breach Incidents
• 18.0 Content Review, Expiry and Archiving Procedures
• 19.0 Training and Induction Requirements for Staff
• 20.0 Continuous Improvement and SOP Review Schedule

Legislation & References

• Competition and Consumer Act 2010 (Cth) – Australian Consumer Law (ACL)
• Australian Association of National Advertisers (AANA) Code of Ethics
• AANA Code for Advertising and Marketing Communications to Children (where relevant)
• Privacy Act 1988 (Cth) and Australian Privacy Principles (for data-driven or targeted content)
• Broadcasting Services Act 1992 (Cth) – where applicable to digital advertising content
• AS ISO 10002:2018 – Quality management – Customer satisfaction – Guidelines for complaints handling in organisations (for managing complaints about advertising content)