Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 56

Advertising to Children AANA Code for Advertising and Marketing Communications to Children (Children’s Code) The provisions of the Children’s 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. The Children’s Code only applies to advertisements for children’s products. There were no advertisements considered under the provisions of the Children’s Code in 2016. • A television advertisement for a jeep • This televsion advertisment for domestic violence awareness which features a young boy being disrespectful towards a female and this pattern of behaviour continuing throughout his life. The Board noted that the advertisement is for raising community awareness about domestic violence and considered that this is not a product directed primarily to children. (Department of Social Services – 0212/16). • This advertisment on Facebook and the internet for cadbury oreo chocolate featured an animated story of a chocolate and an oreo meeting and falling in love. The Board determined that this product was of appeal to adults and children alike (Mondelez Australia Pty Ltd – 0299/16 and 0300/16). • This advertisment on Facebook and the internet for Grill’d featured a promotion where if children wore their AFL gear into the store and purchased something they could win a prize. Overall the Board considered that although the advertisement is directed primarily to children, the product is not a product directed primarily to children therefore the provisions of the Children’s Code do not apply. (Grill’d – 0346/16 and 0347/16). In 2016 the Board considered a number of advertisements not to fall within this Code as they were not an advertisement for a children’s product. These advertisments included: • 54 A billboard advertisment for Streets icecreams which featured a Bubble O Bill ice cream and a Splice ice cream. The Board considered that Bubble O Bill with its cowboy face and pastel colours would be of strong appeal to children 14 and under, however that Streets Splice ice cream is of more appeal to adults and is not a product that ́хɝѕѼɥѼ)ɕUٕȁɅͥLؼؤ)ɕչхѥݥ͡)ɕ́)Q ɐѕѡ)ѡٕѥ͕Ё́ȁѽȁٕ)ͥɕѡЁѡ́́ЁɽՍЁɕѕ)ɥɥѼɕ ͱȁɅA)1ѐLؤ+$)Q́ɥЁٕѥ͕ЁȁXɝ䁑ɥ)ɕ́ѡɽՍЁݥѠͭ)ɥѕѡՍ̃a͍)ՍѥdQ ɐͥɕѡЁѡ)ɽՍЁ́ɥɥ䁅Ёձ̰)ѼɕՍȁ ٕɅ́ɅL(ؤ)ٕѥͥMхɑ́ ɕ