Some of the biggest advertisers in the country have agreed to a new voluntary code designed to limit junk food advertising to children and promote healthy eating.
Members of the Australian Food and Grocery Council (AFGC) which includes Arnott's , Cadbury Schweppes, Coca-Cola Amatil, Dairy Farmers Group and Kellogg Australia, have agreed to the plan in response to the Australian Communications and Media Authority’s Children’s Television Standards proposals.
While the ACMA proposals fell short of ordering junk food advertising to children be banned, the AFCG proposals will be seen as a bid to head off any future ban.
The Responsible Children’s Marketing Initiative developed by AFGC will mean members abiding by a set of core principles, such as only advertising healthy foods and beverages during television shows predominantly watched by primary school aged children.
AFGC chief executive Kate Carnell said the code was supported by major food and beverage manufacturers and the Australian Association of National Advertisers.
It is expected an independent arbitrator will oversee the code, and take action to rectify violations. The initiative will also be underpinned by a compliance program and a public complaints mechanism. Companies will be required to list their company action plans on a public register.
“The food manufacturing sector believes that the Responsible Children’s Marketing Initiative is the mechanism best placed to address these concerns. Our aim in developing the Responsible Children’s Marketing Initiative is to provide a framework for food and beverage companies to promote healthy dietary choices and lifestyles to Australian children,” Carnell said.
“The aim of the initiative is to ensure that only healthy foods and beverages are advertised during television shows predominantly watched by primary school aged children.”
The Parents Jury, a parent’s advocacy group with more than 3000 members, said it was encouraged by the announcement but warned many fast food chains would not be covered by the plan.
“The proposed code will only regulate ads shown during programs specifically for children under 12 and will not cover the peak viewing time slot of between 6pm and 9pm when large numbers of children and watching popular programs and many unhealthy foods ads are shown. Fast food giants such as McDonalds, KFC and Hungry Jacks are not members of AFGC and will not be obliged to adopt the new code.”
