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Australia: New self-regulatory children's code released
Date: 17/04/2008
On 16 April, the Australian Association of National Advertisers (AANA) released a new self regulatory code for advertising aimed at children. The code covers all media and contains new provisions on the placement of advertising, the sexualisation of children and privacy issues.
Incorporated in a new Children's Advertising & Marketing Communications Code released today, the changes have come about following an extensive consultation process, which canvassed the views of community and parent groups, and health and government bodies.
Mr Ian Alwill, Chairman of the AANA said that among the major changes is a direct prohibition against the sexualisation of children or the use of sexual imagery in advertising/marketing communications to children.
The AANA has also expanded the definition of ‘advertising' to capture marketing communications channels such as product websites or sampling activity targeted at children.
"The review has taken note of widespread community concerns, particularly around the sexualisation of children and the portrayal of body image and we have responded accordingly," said Mr. Alwill.
The major changes between the former AANA Advertising to Children Code and the Children's Advertising & Marketing Communications Code are as follows:
- The expansion of the definition of ‘advertising' to capture ‘marketing communications' so that direct-to-consumer marketing, such as product websites or sampling activity targeted primarily at children, are subject to the Code.
- A prohibition against the sexualisation of children or using sexual imagery in advertising/marketing communications to children that is contrary to prevailing community standards.
- The widening of the definition of ‘alcohol' to capture all alcohol products or products that are associated in any way with alcohol.
- A prohibition against ‘pester power'.
- A requirement that a commercial communication to children is distinguishable to them as such and is not confused with program or editorial content. This prohibition applies also when a popular personality is used to promote a product targeted at children.
- A prohibition against the placement of advertising/marketing communications targeted at children in media unsuitable for children.
- A prohibition against suggesting that a product targeted at children is affordable for all families.
- A requirement that the use of premiums does not promote irresponsible or excessive consumption of a product.
- A strengthening of the privacy provision to ensure parental knowledge and approval is granted before a child supplies personal information in response to advertising/marketing communications targeted at children.
The AANA has decided to retain the definition of a child at 14 years or younger.
"The majority of the research and evidence we have reviewed points strongly to a definition of 12 years old or younger for the definition of a child. However, it is clear from the vast majority of submissions that the community prefers the retention of 14 years old or younger for the application of the code.
"The AANA Board is confident that the new Advertising to Children Code will help ensure that advertising and marketing communications to children meet the expectations of the Australian community and are aligned to world's best practice," said Mr. Alwill.
The AANA major food and beverage members are working with international codes and nutritional guidelines relating to food and beverage advertising targeted at children and to ensure local industry alignment.
