Advertising Standards Bureau - Review of Operations 2013 | Page 98

Individual Company Action Plans

Appendix I - Definitions

Companies will sign up to this initiative as a
minimum commitment and will develop and

In this Initiative:

publish individual Company Action Plans that
outline their specific commitments including
individual nutritional standards if applicable in
order to meet the core principles of this initiative.
Because companies and their product lines vary,
the way companies comply with this framework
will differ. However, all commitments will be
consistent with the core principles outlined in this
initiative.
This initiative outlines the minimum
commitments required by signatories. Companies
may choose to go further if they wish.

Complaints
AFGC and AANA have formulated a transparent
public complaints system, managed by the
Advertising Standards Bureau.
Sanctions may be imposed on participants who
fail to meet their obligations under the terms of
this initiative.

Compliance monitoring
Companies are required to report on their
marketing communication activities to children
on an annual basis. Key criteria have been
established to assess how companies’ activities
meet the core principles outlined in this initiative.
AFGC will be responsible for coordinating the
monitoring of company activities on an annual
basis to confirm compliance, with resultant reports
being made publically available.

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Marketing Communications 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 that product, service, person,
organisation or line of conduct;
(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.
Excluded Marketing Communications means
labels or packaging for products.
Advertising or Marketing Communications to
Children is defined by the AANA Code for
Advertising and Marketing Communications to
Children and means advertising or marketing
communications which, having regard to the
theme, visuals, and language used, are directed
primarily to children and are for product.
Media means television, radio, print, cinema and
third-party internet sites where the audience is
predominantly children and/or having regard to

the theme, visuals, and language used are directed
primarily to children.
Children means persons under 12 years of age.
Popular Personalities and Characters means:
•

a
personality or character from a C program
or P program

•

a
popular program or movie character

•

a
non-proprietary cartoon, animated or
computer generated character

•

a
popular personality.

Premium means anything offered free or at a
reduced price and which is conditional upon the
purchase of a children’s food or beverage product.

Appendix II - Indicative
Television Program List
Under The Responsible Children’s Marketing
Initiative, participants will not advertise food
and beverage products to children under 12 in
media unless it meets core principles in relation to
advertising messaging.
In this initiative media is defined as: television,
radio, print, cinema and third-party internet sites
where the audience is predominantly children
and/or having regard to the theme, visuals, and
language used are directed primarily to children.
The key to determining whether media or
programs are designed for children is whether
the themes, visuals, language and concepts are
those that are appropriate to children under 12.
This includes all P and C programs but there are
also a number of G rated programs which, using
the criteria outlined above, are considered to be
designed for children.

Advertising Standards Bureau