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AANA Food and Beverages Advertising and Marketing Communications Code In addition to the Initiatives the ASB administers the AANA Food and Beverages Code (the Food Code). The Food Code has provisions around advertising food and beverages generally. Part 3 of this Code has specific restrictions around advertising food and beverages to children. Key issues to be drawn from cases considered under the Food Code during 2011 are: • In the Board’s view, while there are rules about HOW particular foods and beverages are advertised, there is not a community standard that treat foods cannot be advertised at all (0281/11, 0369/11). • An advertisement for a competition which involves purchase of a confectionary product does not of itself undermine healthy dietary choices (0281/11). • Advertising a menu on a corporate website is not, of itself, something which is contrary to prevailing community standards (0285/11). • Advertising or promoting on a corporate website or on television the food available at a restaurant or available at a supermarket is not, per se, inconsistent with or undermining of a balanced diet or healthy lifestyles (0285/11, 0286/11, 0280/11).

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• P  romotions which may require multiple purchases or which give away unlimited quantities of a product must be advertised with care to avoid suggestions that the advertisement promotes excess consumption (0437/11). The truth of claims and statements made in food advertisements is an issue that the Board can consider under section 2.2 of the Food Code. During 2011 a number of complaints concerned the truthfulness of statements made in advertisements for food products: • W  hether or not products were ‘hormone free’, did not have the nutritional benefits implied or were ‘fresh’ (0019/11, 0083/11, 0142/11, 0174/11, 0175/11, 0279/11, 0356/11, 0368/11, 0372/11, 0436/11, 0440/11). • That the food depicted in the advertisement was not an accurate depiction of the product available at point of sale (due to size or composition) (0048/11, 0053/11, 0054/11, 0124/11,0200/11, 0338/11, 0449/11). • Of particular interest in these cases is the importance of ensuring that a claim on a corporate website that all products available have a particular characteristic (eg: low GI) must apply to all products on the website (0142/11).

AANA Code for Advertising and Marketing Communications to Children The provisions of the Children’s Code and Part 3 of the Food Code apply only to advertising which is directed primarily to children (taking into account the theme, visuals, and language used in the advertisement) and which is for products that are targeted towards or of principal appeal to children. There were very few advertisements considered under the Advertising to Children Code during 2011. Of interest from Board decisions regarding advertising to children is: • Advertisements must take care to accurately represent the advertised product to children (0394/11). • An advertisement for toys is not necessarily ‘directed primarily to children’ (0256/11). • The determination of whether a product is of principal appeal to children is a decision to be made by the Board and is based on community standards. Advertisers should take particular care in advertising products that may be of appeal to both children and adults but could be seen to be of principal appeal to children (0429/10, 414/10, 407/10). There were no advertisements directed primarily to children which raised issues regarding sexualisation of children.

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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