The media watchdog’s decision not to ban food and beverage advertising under new children’s TV standards has been welcomed by the nation’s leading organisation representing food and grocery manufacturers, the Australian Food and Grocery Council (AFGC).
In its report on revised Children’s Television Standards released yesterday, the Australian Communications and Media Authority (ACMA) acknowledged the important role of industry which has responded successfully to community concerns about food and beverage advertising with an industry code.
AFGC has developed a self-regulation scheme called the Responsible Children’s Marketing Initiative, which came into effect on January 1 2009.
As part of the initiative, 16 leading food and beverage manufacturers have committed not to advertise to children, unless their products promoted healthy dietary choices and a healthy lifestyle consistent with scientific standards or Australian standards.
AFGC Chief Executive Kate Carnell says the industry acknowledged the tightening up of the usage of popular personalities, cartoons and program and movie characters during Children’s (C) programming.
“We will work with ACMA to ensure that industry understands the ramifications of the revised code,” Ms Carnell says.
“It’s encouraging to see that ACMA has recognised the food industry’s self-regulation approach, which has proved to be successful in reducing the amount of advertising of certain foods to children in all forms of media, including during children’s television,” Ms Carnell says
“The health of all Australians is vital, especially children. That’s why our industry has responded to community concern about advertising products that are high in fat, sugar or salt during children’s television programs.”
In its review of the standards, ACMA decided not to impose any additional requirements on industry in relation to food and beverage advertising.
In a media statement, ACMA’s chair Chris Chapman said: “There is only limited evidence about the benefits of banning food and beverage advertising … this is an area where research is only beginning to emerge locally and internationally.”
Ms Carnell says under AFGC’s initiative, children will no longer be subjected to advertising for snacks, chips, softdrinks and chocolates on children’s television and other media, including posters in school canteens and company internet sites.
“We believe that industry has a role to advertise healthy food and active lifestyles to children and we welcome government working with us in monitoring this important initiative,” Ms Carnell says.
As well as requiring compliance with all codes, AFGC’s initiative applies to all forms of media and is underpinned by a rigorous and transparent compliance program with complaints administered by the Advertising Standards Bureau (ASB).
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