The NZ Standards For Junk Food Advertising Are “Narrow, Weak And Ineffectual”

The NZ Standards For Junk Food Advertising Are “Narrow, Weak And Ineffectual”
SHARE
THIS



The marketing of unhealthy foods towards children is a hotly debated topic amongst Adland. A recent article from the New Zealand Medical Journal however has upped the ante on regulations surrounding junk food advertising in the land of the Kiwis.

“The marketing of unhealthy food products to children is powerful, pervasive and predatory,” the article stated, citing an opinion poll conducted in New Zealand that showed strong public support for not showing any ads for junk food on television before 9pm – 3.7 on a scale of one to five.

And the authors, Stefanie Vandevijvere and Boyd Swinburn, take aim at the country’s Advertising Standards Authority about the current regulations.

“The voluntary controls on marketing unhealthy food to children currently in place by the Advertising Standards Authority are narrow, weak and ineffectual, and their continuation in their current form, is not a credible option for protecting children,” the article Getting serious about protecting New Zealand children against unhealthy food marketing stated.

The voluntary regulations are failing, said Vandevijvere and Swinburn “because the sector has too many vested interests in perpetuating the status quo”.

Reducing childhood obesity is a huge issue and one which New Zealand said it’s “getting serious” about. Referencing previous studies, the article outlined how the majority of food marketing aimed at children is for unhealthy food products.

The piece advocated for strict Government regulation on advertising junk food to children, deeming mandatory approaches should be the “gold standard”.

The current guidelines in the ‘Children’s Code for Advertising Food’ in New Zealand states all ads should be prepared with, and observe a high standard of “social responsibility”.

Guideline 1(c) states: “Advertisements for treat food, snacks or fast food should not encourage children to consume them in excess.” Guideline 1(d) says: “Advertisements for treat food, snacks or fast food should not encourage children to consume them in substitution for a main meal on a regular basis, nor should they undermine the Food and Nutrition Guidelines for Healthy Children.”

Junk food advertising in Australia is also self-regulated, with a number of codes and guidelines advertisers should follow, but it’s not always a happy case.

A few weeks ago TV personality Charlie Pickering mocked junk food advertising in Australia, bewildered by the country’s self-regulatory codes.

“That’s right, under the code, food companies get to choose their own definition of a healthier option,” he said during a segment on ABC’s The Weekly.

“Some say, and stick with me on this,” he said, “if we want to discourage kids from eating junk food, then we should stop encouraging kids to eat junk food.”

Similarly, in January this year, a study from Wollongong University found ads for unhealthy foods absolutely saturate cricket during the broadcasts, with many of those ads being for the cricket’s principal sponsor, KFC.

At the time, Fairfax Media reported Obesity Policy Coalition executive manager Jane Martin saying: “Cricket fans, many of whom are children, are bombarded by these messages every few seconds, sending the misleading message to children that consuming these products is consistent with a sporting career and healthy lifestyle.”

 

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]