Advertising Standards Bureau Review of Operations 2014 - Page 96

7. AFGC - Responsible Children’s Marketing Initiative of the Australian Food and Beverage Industry 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 Code for Advertising and Marketing Communications to Children • Th e AANA Food and Beverages Advertising and Marketing Communications Code This document outlines the minimum commitments required by Signatories. Signatories may choose to adopt additional commitments. 94 • Reduce 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; • 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, 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 prim &