ACMA gives green light for more subliminal ads

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ACMA gives green light for more subliminal ads

The Australian Communications and Media Authority has ruled that an advertisement lasting three frames or more isn’t officially subliminal.

The clarification, obtained by the ABC’s Media Watch program, comes after last week’s slap-on-the-wrist handed to Network Ten over the use of subliminal advertisements in the 2007 ARIA music awards broadcast.

ACMA said Network Ten’s advertisements contravened Australian laws because a ‘two-frame flash... is 'near the threshold of normal awareness', and therefore outlawed.’

“But a three-frame flash... is 'at or above' that threshold,” Media Watch program host Jonathan Holmes told viewers.

“And in ACMA's world, something that is at or above the threshold isn't near the threshold.”

The program demonstrated cheeky self-advertisements at both two- and three-frame lengths to show viewers the difference.
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