AANA opens review of the food and beverages advertising code

The Australian Association of National Advertisers’ (AANA) food and beverages advertising code is up for review.

The aim of the review is to update and develop the code and practice notes so that the community panel of advertising watchdog, Ad Standards, is supplied with a framework which will assist their decisions on complaints against ads that feature food and beverages.

The F&B code will now include the RCMI and QSRI

The review of the F&B code will include the Responsible Children’s Marketing Initiative (RCMI) and Quick Service Restaurants Initiative (QSRI), as responsibility for the two initiatives is being passed from Australian Food and Grocery Council (AFGC) to the AANA from 1 July, 2020.

AANA CEO, John Broome, said the review is key to the advertising industry’s self-regulatory system.

“The review of the F&B code is part of a continuous series of improvements the AANA is undertaking to maintain the effectiveness of the self-regulatory system.

“Consultation is central to that evolution, so we invite any interested party to make a submission.”

Aligning the F&B code, RCMI and QSRI will ensure rules about the marketing of food and beverages remain consistent and adhere to the same standard of social responsibility, the body said.

AFGC acting CEO, Dr Geoffrey Annison, said the organisation will continue to support the AANA to ensure a smooth transition of the RCMI and QSRI to its remit.

“The council is proud of the role the RCMI and QSRI have played in moderating advertising of food and beverages products in line with community expectations since 2009. We will provide advice to AANA on the RCMI and QSRI to ensure the transition to the new management arrangements is as smooth as possible.

“The RCMI and the QSRI have been successful in ensuring what our children see when it comes to advertising is appropriate in content, and in placement across the various media outlets,” Annison said.

Advertisers, the general public and other stakeholders have been invited to participate in the review, with written submissions from those interested in taking part open until 12 June.

A discussion paper has also been released to inform potential participants of the purpose and goals of the review.

The new code is expected to be published in October and take effect in January, 2021.

Last year, the AANA opened submissions for a review of the code of ethics. The new version of the code is expected to be released in August.

Zoe Wilkinson

Zoe Wilkinson was a reporter at Mumbrella and the producer of the Mumbrellacast from March 2019 to May 2021.

topics AANA AFGC Australian Association of National Advertisers Australian Food and Grocery Council Geoffrey Annison John Broome QSRI Quick Service Restaurants Initiative RCMI Responsible Children’s Marketing Initiative

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