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. 52 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