AANA extends kids’ beverage code to all advertisers

The AANA has extended the AFGC’s children’s marketing initiatives to apply to all advertisers.

Previously, the initiatives only applied to advertisers who had signed up to the code, but from June 1, all marketers aiming campaigns at children will be required to comply.

Under the new rules, the AANA’s food and beverage code will require advertising must comply with the Australian Food and Grocery Council’s (AFGC) marketing to children initiatives.

The Food and Grocery Council’s programs include the Responsible Children’s Marketing Initiative (RCMI) and the Quick Service Initiative for Responsible Advertising and Marketing to Children (QSRI).

AANA chair, Matt Tapper, said about the move: “The core purpose of the AANA is to ensure self-regulation evolves so that it continues to meet community expectations.

“The RCMI and the QSRI provide significant restrictions on food and beverage advertising to children, and the vast majority of major advertisers already comply with these requirements. We are confident that the changes we are now making will better align to community expectations that these requirements apply to all advertisers, whether they are major national advertisers or smaller players,” Tapper said.

Where advertising is directed primarily to children, and otherwise meets the requirements of either initiative, complaints about potential breaches can be made to Ad Standards.


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