Advertising Standards Bureau Review of Operations 2014 | Page 95
reasonably, might interpret as health or
nutrition claims shall be supportable by
appropriate scientific evidence meeting the
requirements of the Australia New Zealand
Food Standards Code.
2.4 Advertising or Marketing Communications
for Food or Beverage Products which include
nutritional or health related comparisons
shall be represented in a non-misleading and
non-deceptive manner clearly understandable
by an Average Consumer.
2.5 Advertising or Marketing Communications
for Food or Beverage Products shall not make
reference to consumer taste or preference
tests in any way that might imply statistical
validity if there is none, nor otherwise use
scie ntific terms to falsely ascribe validity to
advertising claims.
2.6 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.
2.7 Advertising or Marketing Communications
for Food or Beverage Products appearing
within segments of media devoted to
general and sports news and/or current
affairs, shall not use associated sporting,
news or current affairs personalities, live
or animated, as part of such advertising
and/ or Marketing Communications
without clearly distinguishing between
commercial promotion and editorial or other
program content.
Review of Operations 2014
2.8 Advertising or Marketing Communications
for Food and/or Beverage Products not
intended or suitable as substitutes for meals
shall not portray them as such.
3.4 Advertising or Marketing Communications
to Children shall not aim to undermine the
role of parents or carers in guiding diet and
lifestyle choices.
2.9 Advertising or Marketing Communications
for Food and/or Beverage Products must
comply with the AANA Code of Ethics
and the AANA Code for Advertising &
Marketing Communications to Children.
3.5 Advertising or Marketing Communications
to Children shall not include any appeal
to Children to urge parents and/or other
adults responsible for a child’s welfare to
buy particular Children’s Food or Beverage
Products for them.
3. Advertising and children
3.1 Advertising or Marketing Communications
to Children shall be particularly designed
and delivered in a manner to be understood
by those Children, and shall not be
misleading or deceptive or seek to mislead
or deceive in relation to any nutritional or
health claims, nor employ ambiguity or a
misleading or deceptive sense of urgency, nor
feature practices such as price minimisation
inappropriate to the age of the intended
audience.
3.6 Advertising or Marketing Communications
to Children shall not feature ingredients or
Premiums unless they are an integral element
of the Children’s Food or Beverage Product/s
being offered.
3.2 Advertising or Marketing Communications
to Children shall not improperly exploit
Children’s imaginations in ways which might
reasonably be regarded as being based upon
an intent to encourage those Children to
consume what would be considered, acting
reasonably, as excessive quantities of the
Children’s Food or Beverage Product/s.
3.3 Advertising or Marketing Communications
to Children shall not state nor imply that
possession or use of a particular Children’s
Food or Beverage Product will afford
physical, social or psychological advantage
over other Children, or that non possession
of the Children’s Food or Beverage Product
would have the opposite effect.
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