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 .
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 :
• 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 is targeted to and of principal appeal to children ( Unilever Australasia – 0016 / 16 ).
• A television advertisement for a jeep featured a young boy stating he wished his parents had a Jeep . The Board noted that the advertisement is for a motor vehicle and considered that this is not a product directed primarily to children ( Chrysler Australia Pty Ltd – 0090 / 16 ).
• 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 ).
• This print advertisement for V energy drinks featured cans of the product with skills printed on them , such as ‘ escaping alien abduction ’. The Board considered that the product is aimed primarily at adults , and not to children ( Frucor Beverages Australia – 0528 / 16 ).
54 Advertising Standards Bureau