Advertising Standards Bureau - Review of Operations 2013 | Page 97

AFGC - Responsible Children’s Marketing
Initiative of the Australian Food and
Beverage Industry
Introduction

Core Principles

Product Placement

The Australian Food and Beverage Industry
has developed this initiative to demonstrate its
commitment to responsible marketing of foods
and beverages to children.

Companies participating in this initiative will
publicly commit to marketing communications
to children under 12, only when it will further
the goal of promoting healthy dietary choices and
healthy lifestyles.

Participants will commit to not paying for or
actively seeking to place their food or beverage

The goal is to ensure that a high level of social
responsibility in marketing communication
and marketing food and beverage products in
Australia is maintained.
This initiative will provide confidence in
the responsible marketing practices via clear
expectations of the form, spirit and context, and
a transparent process for monitoring and review
of practices. The aim is to provide a framework
for food and beverage companies to help promote
healthy dietary choices and lifestyles to Australian
children.
This Initiative has been developed in collaboration
with the 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 for Advertising &
Marketing Communications to Children

•

Th
e AANA Food & Beverages Advertising
& Marketing Communications Code

•

Th
e AANA Code of Ethics

This document outlines the minimum
commitments required by signatories. Companies
may choose to adopt additional commitments.

Review of Operations 2013

Each participant will develop an individual
company action plan that outlines how they will
meet the following core principles:

Advertising Messaging
Participants will not advertise food and beverage
products to children under 12 in media unless:
1. hose products represent healthy dietary
t
choices, consistent with established scientific
or Australian government standards.

products in the program/editorial content of any
medium primarily directed to children under 12
for the purpose of promoting the sale of those
products unless those products are consistent with
healthy dietary choices under #1 above.

Use of Products in Interactive Games
Participants will commit that, in any interactive
game primarily directed to children under 12
where the company’s food or beverage products
are incorporated into the game, the interactive
game must incorporate or be consistent with
healthy dietary choices under #1 above and
healthy lifestyle messaging under #2 above.

And

Advertising in Schools

2. he advertising and/or marketing
t
communication activities reference, or are in
the context of, a healthy lifestyle, designed
to appeal to the intended audience through
messaging that encourages:

Participants will refrain from product-related
communications in primary schools, except
where specifically requested by, or agreed with,
the school administration for educational or
informational purposes, or related to healthy
lifestyle activities under the supervision of the
school administration or appropriate adults.

•

g
ood dietary habits, consistent
with established scientific or
government criteria

•

physical activity.

Use of Popular Personalities and Cha