Advertising Standards Bureau Review of Operations 2014 | Page 89

4. AANA Code for Advertising and
Marketing Communications to Children
This Code has been adopted
by the Australian Association
of National Advertisers (AANA)
as part of advertising and
marketing self-regulation. The
object of this Code is to ensure
that advertisers and marketers
develop and maintain a high
sense of social responsibility in
advertising and marketing to
children in Australia.
This Code comes into effect on 1 April 2014.
It replaces the previous AANA Code for
Advertising & Marketing Communications
to Children and applies to all advertising and
marketing communications directed to children
on and from 1 April 2014.
This Code is accompanied by a Practice Note
which has been developed by AANA. The
Practice Notes provide guidance to advertisers,
complainants and the Advertising Standards
Board (Board) in relation to this Code.

1. Definitions
In this Code, unless the context
otherwise requires:
Advertising or Marketing Communication
means any material which is published or
broadcast using any Medium or any activity which
is undertaken by, or on behalf of an advertiser or
marketer, and
•

o
ver which the advertiser or marketer has a
reasonable degree of control1, and

•

t
hat draws the attention of the public in a
manner calculated to promote or oppose
directly or indirectly the product, service,
person, organisation or line of conduct, but
does not include Excluded Advertising or
Marketing Communications.

Advertising or Marketing Communications
to Children means Advertising or Marketing
Communications which, having regard to the
theme, visuals and language used, are directed
primarily to Children and are for Product. The
Board shall have regard to the Practice Note to
this Code in determining whether Advertising or
Marketing Communications are to children under
this definition.
The Board means the board appointed by the
Advertising Standards Bureau from time to
time, the members of which are representative
of the community, to administer a public
complaints system in relation to Advertising or
Marketing Communications.
Alcohol Products means products which have
some association with alcohol including alcoholic
beverages, food products that contain alcohol

or other products that are associated in some
way with alcohol including in the sense of being
branded in that way.
Children means persons 14 years old or younger
and Child means a person 14 years old or younger.
Excluded Advertising or Marketing
Communications means labels or packaging
for Products, public relations communications
(corporate or consumer) and related activities and,
in the case of broadcast media, any material which
promotes a program or programs to be broadcast
on that same channel or station.
Medium means any medium whatsoever
including without limitation cinema, internet,
outdoor media, print, radio, television,
telecommunications, or other direct-to-consumer
media including new and emerging technologies.
Premium means anything offered either free, at
a reduced price, or with an additional cost and
which is conditional upon the purchase of an
advertised product.
Prevailing Community Standards means the
community standards determined by the Board
as those prevailing at the relevant time in relation
to Advertising or Marketing Communications
to Children. Prevailing Community Standards
apply to Section 2 below. The determination by
the Board shall have regard to Practice Notes
published by AANA and any research conducted
by the Advertising Standards Bureau.
Product means goods, services and/or facilities
which are targeted toward and have principal
appeal to Children.

1 Reasonable Control is defined in the AANA 2012 Code of Ethics Practice Note, as amended from time to time.

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