The Visual Media Association (VMA) has released a comprehensive Fuel Crisis Management and Contingency Plan, providing critical guidance to Australia’s paper, print, packaging, mail and visual communications sectors as it navigates increasing global fuel volatility and supply chain disruption.
Developed in response to escalating geopolitical tensions in the Middle East and their flow-on impact to fuel markets, freight costs and logistics reliability, the advisory document delivers a structured and practical framework to help businesses maintain operations, manage risk and protect workforce and client relationships during periods of uncertainty.
The industry, which relies heavily on the timely movement of materials, consumables and finished goods, faces heightened exposure to even moderate fuel disruption.
The VMA advisory outlines immediate actions, tiered response scenarios, and operational strategies designed to support business continuity and informed decision-making.
Kellie Northwood, chief executive officer of the VMA, said the release of the advisory was both timely and necessary, calling on the industry and its supply chain partners to act collaboratively and responsibly.
“This is a moment that requires calm, structured and transparent action across the entire supply chain,” said Northwood.
“Our industry is highly interconnected, and fuel impacts are not isolated to logistics alone, they flow through production, workforce, supplier reliability and ultimately customer delivery.”
Northwood emphasised the importance of fair and transparent approaches to fuel-related cost increases, particularly as suppliers begin to introduce surcharges in response to rising fuel prices.
“We are already seeing early signals of fuel surcharges being introduced across logistics and supply channels. It is critical that these are applied in a fair, transparent and contractually sound manner,” she continued.
“A consistent and disciplined approach to surcharges will be essential to maintaining trust across the supply chain, protecting businesses and ensuring we can navigate what may be a prolonged and challenging period in a sustainable way.”
The advisory highlights that fuel disruption is a whole-of-business risk, impacting logistics, workforce attendance, supplier performance and contractual obligations. It provides a detailed immediate action checklist for the first 48 to 72 hours of disruption, alongside a tiered response framework for medium and severe scenarios.
According to Charles Watson, executive general manager – IR, Policy and Governance at the VMA, and author of the advisory, said the intent of the document was to provide clarity and practical direction during a period of heightened uncertainty.
“This advisory has been developed to give businesses a clear, defensible and structured approach to managing fuel-related disruption,” Watson explained.
“We have focused on ensuring members can identify risks early, activate appropriate response measures, and maintain continuity of critical operations while managing both legal and commercial exposure.”
Watson noted that one of the most significant risks for businesses during disruption periods is the erosion of margins and breakdown of commercial relationships if cost pressures are not managed proactively.
“Fuel-related cost increases will inevitably place pressure on margins. The key is not to absorb these costs by default, but to assess contractual positions, engage with suppliers and clients early, and implement consistent approaches to cost recovery where appropriate,” he added.
The advisory also provides guidance on employment considerations, including workforce flexibility, consultation obligations and the appropriate use of stand down provisions under the Fair Work Act, recognising the potential for workforce disruption in fuel-constrained environments.
Importantly, the document reinforces the need for strong communication strategies – both internally and externally, to ensure alignment across operations, sales, logistics and client management teams.
Northwood said the VMA would continue to support members as conditions evolve, noting that proactive planning and industry-wide coordination will be key to maintaining resilience.
“While the duration and severity of current fuel pressures remain uncertain, the need for preparedness is immediate,” Northwood said.
“This advisory is about ensuring our industry remains strong, coordinated and commercially sustainable through what may be an extended period of disruption.”
The Fuel Crisis Management and Contingency Plan is available to VMA members and forms part of the Association’s broader commitment to supporting industry resilience, operational excellence and informed policy engagement during times of economic and global uncertainty.
For further information, members are encouraged to contact the VMA directly.