Advertising Standards Bureau - Review of Operations 2013 | Page 90

AANA Code for Advertising and Marketing
Communications to Children
This Code has been adopted by the
AANA as part of advertising and
marketing self-regulation. The
object of this Code is to ensure that
advertisers and marketers develop
and maintain a high sense of social
responsibility in advertising and
marketing to children in Australia.

1. Definitions
In this Code, unless the context
otherwise requires:
Advertising or Marketing Communication means:
(a) atter which is published or broadcast
m
using any Medium in all of Australia or in a
substantial section of Australia for payment
or other valuable consideration and which
draws the attention of the public or a
segment of it to a product, service, person,
organisation or line of conduct in a manner
calculated to promote or oppose directly
or indirectly the product, service, person,
organisation or line of conduct; or
(b) ny activity which is undertaken by or on
a
behalf of an advertiser or marketer for
payment or other valuable consideration and
which draws the attention of the public or
a segment of it to a product, service, person,
organisation or line of conduct in a manner
calculated to promote or oppose directly
or indirectly the product, service, person,
organisation or line of conduct, but does not
include Excluded Advertising or Marketing
Communications.
Advertising or Marketing Communications
to Children means Advertising or Marketing
Communications which, having regard to the
theme, visuals and language used, are directed
primarily to Children and are for Product.

Alcohol Products means products which have
some association with alcohol including alcoholic
beverages, food products that contain alcohol
or other Products that are associated in some
way with alcohol including in the sense of being
branded in that way.
Children means children 14 years old or younger
and Child means a child 14 years old or younger.
Excluded Advertising or Marketing
Communications means labels or packaging for
Products.
Medium means any medium whatsoever
including without limitation cinema, internet,
outdoor media, print, radio, television,
telecommunications, or other direct-to-consumer
media including new and emerging technologies.
Premium means anything offered free or at a
reduced price and which is conditional upon the
purchase of a regular Product.

Prevailing Community Standards means
the community standards determined by the
Advertising Standards Board as those prevailing
at the relevant time, and based on research carried
out on behalf of the Advertising Standards
Board as it sees fit, in relation to Advertising or
Marketing Communications to Children.
Product means goods, services and/or facilities
which are targeted toward and have principal
appeal to Children.

Advertising Standards Board means the board
appointed by the Advertising Standards Bureau
from time to time, the members of which are
representative of the community, to administer
a public complaints system in relation to
Advertising or Marketing Communications.

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