Alliance expansion into NSW
Alliance Outdoor Media Group has added new large-format sites across Sydney and regional NSW, strengthening its national network.
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A client submitted a digital billboard campaign featuring AI-generated women — fully visible faces, smiling, similar outfits to what you’d see on any high street ad. Yet, it was knocked back for being “too suggestive” under industry regulations.
When the client swapped the AI imagery for real-world photography — similar poses, same smiles, arguably more provocative styling — the creative was approved.
It made us stop and think: Are we regulating the imagery, or the sense of agency behind it?
Out-of-home (OOH) advertising in Australia follows clear guidelines via the Outdoor Media Association (OMA). Content must avoid
discrimination, objectification, and overt sexualisation. Models should “appear confident and consenting,” and the tone should reflect
community standards — especially in public spaces where the audience is broad and varied. These are principles we believe in. OOH is
visible, it’s communal, and with that comes a responsibility to reflect social standards. But the rise of AI introduces a new grey area: If
the person in the image isn’t real, can they appear “confident and consenting”? And why is a near-identical image acceptable when it’s of a
real person?
On social media, the rules are shifting. Platforms like Instagram now label “Made with AI” content. TikTok requires AI disclosures. But in OOH, those distinctions don’t yet exist — the decision is based purely on perception: does the image feel respectful, appropriate, human?
What we’ve observed is this:
The role of OOH is to connect brands with audiences in authentic, culturally relevant ways. That means considering not just the aesthetics of an ad, but the intent behind it.
We’re not here to make blanket calls on creative direction — but we do believe these conversations matter:
At goa, we’ll continue to work closely with our clients to ensure campaigns are bold, engaging, and respectful of community standards — whether the faces we show are real or rendered.
Because in public spaces, representation always matters.
Alliance Outdoor Media Group has added new large-format sites across Sydney and regional NSW, strengthening its national network.
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