By Hannah Sturrock, National Head of Engagement, Advertising Council Australia
Three years ago, ACA Accreditation didn’t exist. Today, 67 agencies are accredited, representing 72% of ACA’s membership. In a short time, Accreditation has grown into more than a compliance framework. It has become our own self-regulatory system, designed by the industry, for the industry.
And it is fast becoming a mark of trust that matters to clients, consultants and the wider business community.
Think of it like SPF ratings on sunscreen – a timely comparison. You want to know the product you’re using meets the right standards and will protect you. ACA Accreditation offers agencies and their clients the same stamp of protection. It shows that an agency has the necessary structures, policies and support systems in place to look after its people, run its operations responsibly and meet expectations in a world where all business practices are under the microscope.
“We’re making accreditation a true mark of trust and integrity for clients, consultants and the industry,” said ACA Chair Michael Rebelo. “It’s about raising standards practically and inclusively without red tape, and bringing every agency along.”
This isn’t about giving ourselves congratulatory badges. It is about making sure our industry stays ahead of the curve in a world where expectations are constantly shifting. Clients want partners who are responsible and accountable. Top talent wants to work in agencies that prioritise wellbeing, treat people fairly and operate with integrity. Accreditation helps agencies demonstrate that they are ready to deliver on all of this, now and into the future.
And the progress so far is real:
- 100% of accredited members have up-to-date staff handbooks and active Employee Assistance Programs.
- More than 820 people across 16 agencies now access 24-hour support through ACA’s EAP partner Sonder.
- Over 2,000 members have completed ACA Codes & Compliance training since June 2023, more than four times the completions before Accreditation launched.
- Agencies with more than 50 employees now have trained Mental Health First Aid Officers on staff, representing over 80 officers across our community and counting.
These aren’t tick-box exercises. They are practical, measurable steps that improve workplaces, support staff, and strengthen our industry’s reputation, while building on our Create Space DE&I program launched in 2021.
That’s why ACA Accreditation matters. It is our way of proactively committing to self-regulation, not waiting for regulation to be imposed on us, by creating our own system that raises the bar for everyone. As scrutiny and expectations increase across every sector, Accreditation shows that Australian agencies are serious about standards, not because we have to be but because we choose to be.
With 67 agencies already accredited, we are building real momentum. The next stage is ensuring Accreditation is recognised outside our industry as a true mark of trust, helping agencies win respect, attract talent and demonstrate long-term value to business and society.
If you’re already accredited, thank you, keep leading by example. For agencies yet to apply, now is the time to begin your submission — our team is here to support you every step of the way. You can view the list of already accredited agencies on our website. We’d love to add your name to the list.