Advertising Standards Bureau Review of Operations 2014 - Page 51

Advertising to Children AANA Code for Advertising and Marketing Communications to Children The provisions of the Children’s Code and Part 3 of the Food Code apply only to advertising which is directed primarily to children (taking into account the theme, visuals, and language used in the advertisement) and which is for products that are targeted towards or of principal appeal to children. The Children’s Code applies to all products that are targeted towards or of principal appeal to children – not just food. In 2014 there were seven advertisements that specifically raised issues under the Advertising to Children Code. Of these, five were advertisements for food products. One complaint was upheld under the Children’s Code in 2014. Sexualisation of children There were no advertisements directed primarily to children which raised issues regarding sexualisation of children in 2014. Food advertising All five food cases considered under the Children’s Code were also considered under the Food Code. Two of these advertisements were found not to be directed primarily at children (Wendy’s - 0257/14 and Peters - 0464/14) and therefore were not considered under the Children’s Code. Consistent with previous decisions the Board found that advertising of a treat food was not in itself encouraging or promoting an inactive lifestyle or unhealthy eating or drinking habits and therefore no breaches of this code were found (Peters - 0463/14 and 0465/14 and Fyna Foods - 0101/14). without the toy would be ‘left behind’, however the advertisement itself was found to be targeted at adults and therefore the provisions of the Children’s Code did not apply (ZURU Toys 0311/14). One advertisement (Mattel - 0522/14) was considered under the parental authority section of the Children’s Code, which urged children to add the toy to their letter to Santa: “The Board considered that the call to action by the voiceover at the end of the advertisement was a call to children to urge their parents to either help them to access the website in order to direct a letter to Santa requesting this toy or from a child’s perspective is an appeal to children to urge Santa to provide a present. The Board noted the terms of the Code, “parent, carer or other person” and considering that the Code must be considered from the perspective of a child, the Board considered that this amounts to an appeal to children to urge someone to obtain the toy for them. The Board considered the term “buy” a product and considered that in the context of a reference to Santa “buy” should be interpreted broadly and would include the suggestion to ask Santa to provide the toy. The Board considered that the suggestion to “add the toy to your letter to santa.com” was an appeal to children to urge someone to obtain the product for them and this was urging parents to purchase this toy and that in doing so did breach section 2.7(b) of the Children’s Code.” Parental authority In 2014 the Board considered one complaint for a toy where it was implied that children Review of Operations 2014 49