‘Most stringent measures’ necessary to curb unhealthy food ads targeting kids: AANA
“Where the rules differed, the new AANA F&B Code has either adopted the most stringent measure or introduced a new provision that represents a higher bar,” Megan McEwin, the AANA’s Director of Policy and Regulatory Affairs, says.
A new code to govern advertising of food and beverages imposes stronger restrictions on how companies advertise “occasional” foods to children. The AANA says the changes make the code simpler – but also tougher – on ads targeting children.
What you need to know:
- The AANA has released its new Food & Beverages Code for advertisers.
- A key change will be changing the age of a child from 14 to 15 years old, and reducing the opportunities for children to see unhealthy food and drinks in ads.
- From November this year, ads for “occasional foods” will only be allowed when the proportion of children in the audience is less than 25 per cent.
- This applies to digital and traditional media.
The restrictions on where, when and to whom ads for unhealthy food and drinks can be shown will be strengthened, under a raft of new measures that will minimise their exposure to children.
The Australian Association of National Advertisers (AANA) has today announced a new Food and Beverages Code, developed after a public review, that will reduce the opportunity for children to see ads for “occasional” foods and drinks.
The new code will alter the definition of a child to those under 15 years old (up from 14 years), aligning with the definition in the Children’s Television standards, as well as create a single, unified F&B Code combining the previous AANA Code and two other related initiatives. The new code will come into effect from November 1 this year.
Companies that sell sugary food and drinks will only be able to advertise when the proportion of children is 25 per cent or less of the total audience. Currently, the threshold is 35 per cent. This requirement will apply to all media – both tradition and digital.
The definition of “occasional” foods will be determined by Food Standards Australia & New Zealand’s Nutrient Profiling Scoring Criterion, and the new Code will also apply to sponsorships.
“Where the rules differed, the new AANA F&B Code has either adopted the most stringent measure or introduced a new provision that represents a higher bar,” Megan McEwin, the AANA’s Director of Policy and Regulatory Affairs, said.
Every five years, the AANA says it will hold a public review of the F&B Code to ensure it keeps up with new evidence, techniques and advice. The AANA Board will review its effect in the meantime.
Complaints under the code will be adjudicated by Ad Standards’ independent Community Panel.
