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attracted a number of complaints. Most complaints were concerned that it is tasteless to show a man sticking sanitary pads over his body and, in one depiction, chewing one. The Board noted that some members of the community would prefer that the product should not be advertised on television, however noted that the product is legally available to be advertised on television and the Board’s role is only to determine whether the advertisement complies in its content with the AANA Code of Ethics. In this case the Board considered that the depiction in this advertisement was consistent with young people being taught that men’s and women’s reproductive systems are a normal part of life. The Board agreed that some members of the community would find the advertisement tasteless but considered that most members of the community would find the advertisement humorous. The Board noted that the issue of taste is not something which falls under the provisions of the Code and considered that whilst the complainant finds the advertisement rude, in the Board’s view there is nothing in the advertisement which would breach any provisions of the Code.

Food and Beverage Advertising to Children – Industry Initiatives In August 2008 and January 2009 the Advertising Standards Bureau commenced administering complaint resolutions under the Quick Service Restaurant and Australian Food and Grocery Council Initiative – AFGC RCMI respectively. It is important to note the scope and intention of these Initiatives and of the AANA Codes which also regulate food and beverage advertising. These Codes and Initiatives do not purport to stop all advertising of food and beverages to children. The Quick Service Restaurant Initiative The QSR Initiative obliges signatories to ensure that only food and beverages that represent healthier choices are promoted directly to children and to ensure parents or guardians can make informed product choices for their children. The Initiative applies to advertising to children under 14. Under this Initiative the Advertising Standards Board (the Board) must determine whether an advertisement complained about is ‘advertising or marketing communications to children. That is: is the advertisement, having regard to the theme, visuals and language used, directed primarily to children and is it for food and/or beverage products.’ The most referenced provision in the Initiative is the requirement that where a company is advertising to children then either: 1. The product advertised must represent healthier choices OR

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2. The advertisement must represent a healthy lifestyle, designed to appeal to the intended audience through messaging that encourages (i) healthier choices…and (ii) physical activity. For Quick service restaurants the Board considered complaints against 13 cases. No breaches of the Initiative were found. Key issues to be drawn from cases considered by the Board during 2011 are: • The QSR Initiative only applies where the advertisement itself is, considering the theme, visuals and language used, directed primarily to children (0046/11, 0052/11, 0081/11, 0084/11, 0091/11, 0104/11, 0211/11) • A microsite which did not depict the product and had only minimal mentions of the advertiser was determined not to be advertising a product (0103/11) • An advertisement directed to children which only depicted healthier choice products was determined to meet the requirements of the QSR Initiative (0140/11) • Factual information on a corporate website about the Kids Club of a QSR member was determined to not be directed primarily to children (0282/11) • An outdoor advertisement for a product was determined not to be primarily directed to children (0338/11). The Australian Food and Grocery Council Initiative The AFGC Initiative obliges signatories to direct marketing communications to children under 12 only when it will further the goal of promoting healthy dietary choices and healthy lifestyles. The initiative applies to advertising to children under 12. Under this Initiative the Board must

Review of Operations 2011

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

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