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Prostitution Licensing Authority › Advertising › User Guide to the Guidelines about the Approved Form for Advertisements for Prostitution

User Guide to the Guidelines about the Approved Form for Advertisements for Prostitution

User Guide to the Guidelines about the Approved Form
for Advertisements for Prostitution

1. The guidelines will commence on 30 May 2008.

2. Advertisements for prostitution published in Queensland must be in the approved form. An advertisement which complies with the guidelines will be in the approved form. It is an offence to publish an advertisement that is not in the approved form.

3. Advertisements may be published in any way. For example: internet, newspaper, periodical, notice, sign, or circular.

4. The guidelines replace the PLA’s Advertising Policy for Licensed Brothels and the Advertising Policy for Sole Operators, including the list of approved words.

5. On commencement of the guidelines, except in the particular circumstances outlined in the guidelines, the PLA will no longer approve advertisements for prostitution. Instead, it will be the responsibility of advertisers and publishers to self-assess the proposed advertisement against the guidelines in order to determine if it is in the approved form.

6. The role of the PLA has therefore shifted from approving advertisements, to providing advice and guidance on the application of the guidelines. The PLA may be contacted by telephone on 07 3858 9500 or via email at plaadmin@iprimus.com.au for that purpose.

7. All advertisements for prostitution published in Queensland, including those for interstate brothels and sex workers, must comply with the guidelines. The guidelines apply equally to advertisers and publishers.

8. The following are the only circumstances in which the approval of the PLA should be sought:

• a website link on an internet prostitution advertisement, except in those circumstances where it is authorised under the guidelines (refer to paragraph 4.9 of the guidelines);
• print media advertisements (except for print directories) larger than half a page in size (refer to paragraph 4.14);
• images on websites or in classifiable publications of tools of trade for bondage and discipline (B&D), sadism and masochism (S&M), and cock and ball torture services (refer to paragraph 4.20);
• images on websites or in classifiable publications of anything that may inflict pain (refer to paragraph 4.34);
• images on websites or in classifiable publications which relate to fetishism (refer to paragraph 4.34);
• information on business cards which is outside the scope of the information expressly authorised by the guidelines (refer to paragraph 7.3);
• information on brothel merchandising which is outside the scope of that expressly authorised by the guidelines (refer to paragraph 8.3); and
• all advertisements for prostitution which are not dealt with under the guidelines (refer to paragraph 11.1).

9. In particular, an advertisement for prostitution must not:

• Be published through radio or television or by film or video recording (refer to paragraph 4.2).
• Describe the services offered. Words that do not directly describe the services offered are permissible (refer to paragraph 4.20).
• Describe or refer to body fluids or waste (refer to paragraph 4.16).
• Describe genitals, except for whether or not a penis has been circumcised (refer to paragraph 4.17).
• Refer to drugs or drug use (refer to paragraph 4.19).
• Imply that sex workers are under the age of 18 years (refer to paragraph 4.21).
• Imply that unsafe sex is available (refer to paragraph 4.26).
• Intend or induce a person to seek employment as a prostitute (refer to paragraphs 4.27 and 4.28).
• State directly, or indirectly, that a licensed brothel or sex worker is connected with or provides massage services (refer to paragraph 4.30).
• In respect of brothels, state directly or indirectly that the brothel is associated with escort services (refer to paragraph 4.31).
• In respect of sole operator advertisements, imply that more than one sex worker is available (refer to paragraph 4.33).
• Contain an image of the sexual organs or anus of a person or frontal nudity of the genital region and mons veneris/mons pubis region (refer to paragraph 4.34).

10. In deciding whether a word or phrase should be employed in an advertisement, a good rule of thumb is to consider whether the word or phrase could be construed as offensive to reasonable community standards (publishers should think in terms of their average reasonable readership). In those cases where the word or phrase could be construed as offensive, it should be rejected.

11. At various points, in order to assist in the application of the guidelines, there are examples of acceptable words. By no means are the examples intended to be exhaustive or comprehensive. Other words will be acceptable. It will be the responsibility of advertisers and publishers to ensure that the words used comply with the guidelines.

12. Advertisers and publishers will render themselves liable to enforcement action for each advertisement which is not in the approved form.

Last updated 08/03/2011