Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB | Page 54

Section 2.6 - inaccurate taste/size/content/
nutrition/health claim
Section 2.6 of the AANA Food Code states:
Advertising or Marketing Communications
for Food or Beverage Products including claims
relating to material characteristics such as taste,
size, content, nutrition and health benefits, shall
be specific to the promoted product/s and accurate
in all such representations.
In 2016 one advertisement was considered by
the Board and found to breach this section of the
Food Code:
•
An advertisement that stated a high acidic
diet could result in increased likelihood of
developing cancer, heart disease and diabetes
and suggested that the advertised product is
part of a solution to these serious illnesses
(Alka Power – 0332/16).
Section 3 – Advertising to children
Section 3 of the AANA Food Code relates to
advertising food or beverage products to children.
In 2016 the Board did not consider any cases
under this Section of the Code.
If an advertisement is to be considered under this
section of the Code, it must be:
• directed primarily to children under 14;
• be for a children’s product.
The AFGC Quick Service
Restaurant Initiative
Complaints relating to the Quick Service
Restaurant Initiative (QSRI), falling under the
umbrella of the Australian Food and Grocery
Council (AFGC), are administered by ASB. The
QSRI obliges signatories to ensure that only food
and beverages that represent healthier choices
are promoted directly to children and to ensure
parents or guardians can make informed product
choices for their children. The QSRI applies to
advertising to children under 14.
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During 2016, the Board considered complaints
against one advertisement under the provisions of
the QSRI. The Board determined that the content
of the advertisement under complaint complied
with the provisions of the QSR Initiative.
Independent Arbiter
Under the provisions of the QSRI signistories
must develop a Company Action Plan which
outlines what constitutes a healthier choice. An
independent arbiter will advise the ASB whether
the product or meal advertised represents a
healthier choice. During 2016 the Board did not
need to consult with an independent arbiter for
any cases.
Key issue
The key issue to be drawn from the case
considered by the Board during 2016 was:
•
the Board considered the media the
advertisement appeared in was not directed
primarily to children and did not have greater
than 35 per cent audience share of children
and therefore the QSRI did not apply,
specifically:
- -
A Facebook advertisement (McDonald’s
Aust Ltd - 0239/16) with a still frame
of a woman and a child sitting at a table
and a Create Your Taste meal in the
foreground and a Happy Meal box in
the background. A hand reaches into the
frame from the right and removes a single
fry from the Create Your Taste meal. The
hand motion is repeated until the viewer
scrolls away or pauses the video.
The AFGC Responsible
Children’s Marketing Initiative
Complaints under the Australian Food and
Grocery Council’s Responsible Children’s
Marketing Initiative (RCMI) are also
administered by the ASB. This Initiative applies
to advertising to children under 12, and limits
marketing communications to children only
when it will promote healthy dietary choices and
healthy lifestyles.
S1.1 of the Core Principles of the RCMI is:
Advertising and Marketing Communications to
Children for food and/or beverages must:
(a) Represent healthier dietary choices, consistent
with established scientific or Australian
government standards, as detailed in Signatories’
Company Action Plan; and
(b) Reference, or be in the context of, a healthy
lifestyle, designed to appeal to Children through
messaging that encourages:
i. Good dietary habits, consistent with
established scientific or government
standards; and
ii. Physical activity.
Independent