In the Commercial Radio Code of Practice 2026 that comes into effect on July 1, 2026 clause 4.1 reads:
Advertisements broadcast by a Licensee must be presented in such a manner that a reasonable listener is able to identify them, at the time of the broadcast, as advertising material.
This clause came about because of the cash for comments scandal that emerged in 1999, which affected John Laws and Alan Jones‘ careers and later saw the resignation of the head of the Australian Broadcasting Authority David Flint, after he was found not entirely impartial during the investigation.
Since then radio networks have generally been careful to keep the line clear between endorsements outside work separate from what goes to air, and noted on the station website. However some do still slip through to the keeper, with the ABC‘s Media Watch continuing to be an excellent third umpire.
Dr Ross Walker has hosted Healthy Living on a Sunday night from 7-9pm on 2GB for seven years. He is a still practising cardiologist, keynote medical speakers, author and life coach. On 2GB, listeners can call him for general advice about their medical problems.
On February 1 Dr Walker espoused the values of ubiquinol, saying it boosted his energy levels. Late last year to a couple of callers he recommended the product too. The problem is that Dr Walker is a consultant for the Kaneka Corporation, the only manufacturer of Ubiquinol CoQ10.
Probably a listener made the connection first, who then passed the information on to Media Watch. Once Media Watch got in touch with Nine Radio and other parties, and before the episode aired on Monday February 9, Dr Walker did mention the product again, but this time:
DR ROSS WALKER: … there’s a thing called ubiquinol … and I just have to mention this that I do have an association with the company who makes ubiquinol.
… Not the company that makes the products but the people who make the ingredients.
It might be worth amending the clause in the forthcoming Commercial Radio Code of Practice Code to read:
Advertisements broadcast by a Licensee must be presented in such a manner that a reasonable listener is able to identify them, at the time of the broadcast, as advertising material, otherwise Linton Besser is going to find you.
Jen Seyderhelm is a writer, editor and podcaster for Radioinfo. Email: [email protected]
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This is not about the subject of the article.
Rather it's whether a reasonble listener can make the distinction between paid content and actual content.
It also raises the question of whether genuine opinions offered by professional people can be aired without the opinion-maker being fobbed off to the sales department.
I visited a specialist in 2024. I was discussing medical issues on talkback radio particularly 2GB.
The specialist told me of contacting 2GB's open line on 131873, wanting to offer a medical opinion. The specialist was fobbed off by the receptionist to the sales department.
He had to pay 2GB to express an opinion about a medical issue in the form of a fake interview.
It made me think about how many regular segments on 2GB are genuine content or sponsored content.
I have gone off 2GB since and have switched to Sky News Radio on DAB+ and ABC News Radio on 630kHz or DAB+.
2GB or any talk station could be more honest to the listener and announce that a segment is sponsored.
Another example was a segment at 0655 of Ben Fordham talking to Peter Switzer. Ben was telling Mr Switzer and his audience that he was moonlighting as an Uber driver.
It is unknown whether he's continued "Ubering".
However I thought why is a person on a reasonble income doing a side hussle?
https://www.acma.gov.au/articles/2024-08/nine-radio-breaches-commercial-disclosure-rules
https://www.theguardian.com/media/article/2024/aug/27/ben-fordham-uber-sponsorship-deal-2gb-acma
https://www.news.com.au/entertainment/tv/radio/2gb-and-3aw-presenters-breached-radio-rules-with-onair-car-spruiking/news-story/36390feede3e8f8addadce2901eebb75
To quote ACMA Member Creina Chapman:
“These kind of commercial disclosure breaches have the potential to erode the public’s trust in current affairs programming,”
“Listeners deserve to know what commercial agreements are in place and how those deals might relate to what they are hearing on-air.”
In sum listeners deserve whether the deals may relate to the content is on air. Non-disclosure of has the potential to erode trust in content on a talk radio program.
Anthony, Strathfield South, in the land of the Wangal and Darug Peoples of the Eora Nation.