Australia has become the first country in the world to launch a code regulating responsible food and beverage marketing.
The International Chamber of Commerce (ICC) -compliant Australian Association of National Advertisers Food & Beverages Advertising & Marketing Communications Code was released yesterday ahead of official AANA Board sign-off today.
AANA executive director, Collin Segelov, said: “While our objective is the demonstration of responsible advertising and marketing communication, it is gratifying to get Australia to the launch point ahead of the rest of the world – to the advantage of Australian consumers first and, through their recognition of the responsibility being demonstrated on behalf of the advertising, marketing and media sectors, the benefit of Australian commercial interests second”.
The new code is the first in Australia to extend beyond traditional mainstream advertising to include all forms of marketing communication, including the internet and new media.
With an emphasis on compliance with prevailing community standards, the Code will be policed by the Advertising Standards Board.
The announcement comes in the wake of Walt Disney’s decision to cease the endorsement of junk food brands, including the termination of its ten year deal with McDonald’s.
Meantime, a new study by Access Economics has revealed obesity cost Australians $21bn last year, double the cost of Medicare, which includes the costs of treating diabetes, cardiovascular disease, osteoarthritis and cancer.
