According to both the Advertising Standards Bureau (advertising industry body) and the Australian Communications and Media Authority (governmental body), there are no existing guidelines or restrictions around Branded Entertainment in Australia.

From setting off from Hercules Inlet in early November and for the following 3 months, Cas & Jonsey’s Bloggiesodes provided a perspective of polar exploration that had never been seen nor attempted before Viewers were captivated as Cas and Jonsey battled horrific weather conditions, when they were having to ski a marathon a day, even when washing their filthy underpants, posting words of encouragement to Facebook for the guys to read throughout their journey. Yet as the expedition progressed and ever more Bloggiesodes were captured and shared, more and more news and media organisations became captivated by this unique story.

All the results generated were achieved using solely PR

- Bloggie has subsequently become #1 MP4 camera - Crossing The Ice generated 1.6m post views on Facebook- Crossing The Ice generated over $3m in media value via PR coverage- Crossing The Ice raised over $60,000 for youth cancer charity YouCan via 'sponsor a step' idea