Advertising Standards Bureau Review of Operations 2014 | Page 100

8. AFGC – Quick Service Restaurant
Initiative for Responsible Advertising and
Marketing to Children
1. Background

2. Objectives

The Australian Food and Grocery Council
(AFGC) is committed to responsible advertising
and marketing of food and/or beverages
to Children.

The objectives of this Initiative are to:

This Initiative provides a common framework
to ensure that only food and beverages that
represent healthier choices are promoted directly
to Children. Whilst it remains the primary
responsibility of parents to guide their children’s
behaviour in this area, Signatories are voluntarily
pursuing this Initiative as a means of assisting
parents in their efforts.
This Initiative will provide confidence in
the responsible marketing practices via clear
expectations of the form, spirit and context of
Advertising and Marketing Communications
to Children, and a transparent process for
monitoring and review of practices.
This Initiative has been developed in collaboration
with the Australian Association of National
Advertisers (AANA) as part of the system of
advertising and marketing self-regulation in
Australia. Signatories to this Initiative must also
abide by:
•

Th
e AANA Code of Ethics

•

Th
e AANA Food and Beverages Advertising
and Marketing Communications Code

R
educe Advertising and Marketing
Communications to Children for food and
beverage products that do not represent
healthier choices;

•

U
se Advertising and Marketing
Communications to Children to help
promote healthy dietary choices and healthy
lifestyles amongst Australian children;

•

This document outlines the minimum
commitments required by Signatories. Signatories
may choose to adopt additional commitments.

98

P
rovide an independent, best practice avenue
for consumers to raise concerns regarding
Advertising and Marketing Communications
to Children for food and beverage products
and issues of non-compliance through the
Advertising Standards Bureau.

3. Definition
Advertising or Marketing Communications
Any material which is published or broadcast
using any Medium which is undertaken by, or on
behalf of a Signatory, and
•

O
ver which the Signatory has a reasonable
degree of control, and

•

Th
at draws the attention of the public in
a manner calculated to promote or oppose
directly or indirectly a product, service,
person, organisation or line of conduct,

Th
e AANA Code for Advertising and
Marketing Communications to Children

•

•

•

but does not include labels or packaging for
products, public relations communications
(corporate or consumer) or in-store point of
sale material.

Advertising or Marketing Communications
to Children
Content
Advertising or Marketing Communications
which, having regard to the theme, visuals and
language used, are directed primarily to Children
and are for food and/or beverage products.

Placement
Advertising or Marketing Communications that
are placed in Medium that is directed primarily to
Children (in relation to television this includes all
C and P rated programs and other rated programs
that are directed primarily to Children through
their themes, visuals and language); and/or where
Children represent 35 per cent or more of the
audience of the Medium.
Advertising Standards Board
The appointed body to consider any complaints
made under this Initiative.
Advertising Standards Bureau
The secretariat for the Advertising
Standards Board.
Children
Persons under 14 years of age.
Children’s Television Standards 2009
The Australian Communications and Media
Authority Children’s Televisio n Standards 2009.
Initiative
The Quick Service Restaurant Initiative for
Responsible Advertising and Marketing
to Children.

Advertising Standards Bureau