Advertising Standards Bureau Review of Operations 2015

Section 2.11 – Premiums Section 2.11 of the Children’s Code states: Advertising or Marketing Communications to Children, which include or refer to or involve an offer of a Premium: (a) must not create a false or misleading impression in the minds of Children about the content of the Product; (b) must be presented conspicuously; (c) must not create a false or misleading impression in the minds of Children that the product being advertised or marketed is the Premium rather than the Product; MERGING BILLBOARDS TRANSPARENCY RADIO COMPLAINT PARTNERING ADVERTISERS POSTERS COMMUNITY DETERMINATION OUTDOOR SELF-REGULATE RESPONSIVE MEMBERS TELEVISION ACCOUNTABILITY RESEARCH INTERNET RELIABLE UNITING REPORTS CONSUMERS COMMUNICATING DETERMINATION TRANSPORT EDUCATORS CODES CONSUMERS ADAPTABLE EDUCATORS SOCIAL MEDIA COOPERATING BILLBOARDS ASSOCIATING GOVERNMENT ACCOUNTABILITY LIAISING INTEGRITY CINEMA INDUSTRY TRAINING STANDARDS PEOPLE TRANSPORT BRIDGING Section 2.14 – Food and beverages INDEPENDENT SOCIAL MEDIA Section 2.14 of the Children’s Code states: CONSUMERS CODES (a) Advertising or Marketing Communications to Children for food or beverages must neither encourage nor promote an inactive lifestyle or unhealthy eating or drinking habits; (b) Advertising or Marketing Communications to Children must comply with the AANA Food & Beverages Advertising & Marketing Communications Code. Advertisement which were considered under this Section of the Children’s Code are included in the discussion of the Food Code. (d) must not refer to the premium in more than an indidental manner to the advertised product; (e) must make the terms of the offer clear as well as any conditions or limitations; and In 2015 the Board considered one advertisement under this Section of the Children’s Code. The Board considered a Happy Meal promotion which instead of a toy offered a code which would allow access to a children’s book through an app (McDonald’s Aust Ltd – 0336/15). The Board had previously determined that a Happy Meal toy does not fall under the definition of premium as the Happy Meal product always includes a toy. Therefore the Board determined that this promotion, which is in place of a toy, also did not meet the definition of premium and this Section of the Children’s Code did not apply. 56 DETERMINATION TRANSPORT EDUCATORS TRANSPARENCY COMMUNICATING TRANSPARENCY RADIO COMPLAINT PARTNERING SELF-REGULATE POSTERS COMMUNITY DETERMINATION OUTDOOR INDEPENDENT PEOPLE ADVERTISERS RESPONSIVE MEMBERS TELEVISION INITIATIVES ACCOUNTABILITY ACCOUNTABILITY STANDARDS INTERNET RELIABLE GOVERNMENT UNITING REPORTS CONSUMERS COMMUNICATING ACCESSIBLE LIAISING TELEVISION COOPERATING ACCOUNTABILITY MERGING COMMUNICATING SOCIAL MEDIA ACCOUNTABILITY COMMUNITY EDUCATING SELF-REGULATE LIAISING COMPLAINT DETERMINATION CONSOLIDATING STANDARDS ADVERTISERS BILLBOARDS AUTHORITY POSTERS DETERMINATION INDEPENDENT SELF-REGULATE EDUCATING BILLBOARDS GOVERNMENT TRANSPORT PARTNERING TRANSPORT RADIO BUSINESS BONDING (f ) must not use Premiums in a way that promotes irresponsible use or excessive consumption of the Product. Advertising Standards Bureau

Advertising Standards Bureau Review of Operations 2015 | Page 58