OMA Launches World-First Policy To Help Aussies Make Healthy Choices

OMA Launches World-First Policy To Help Aussies Make Healthy Choices
SHARE
THIS



The Out of Home (OOH) industry has united through the Outdoor Media Association (OMA) to take an active role in limiting the public’s exposure to discretionary food and drinks.

The national OMA Health and Wellbeing Policy will restrict the advertising of discretionary food and drink products on out of home signs within a 150 metre sightline of a school.

The policy aims to meet community expectations and support government efforts to tackle overweight and obesity in Australia.

Working closely with industry, food groups, advertisers, health promotion experts and government, the OMA conducted extensive research on Australian and international best practice to inform this world-first policy.

The OOH industry will also donate up to $3 million each year to promote healthy diets and lifestyle choices on its signs.

The policy will restrict discretionary food and drink product advertising from areas within 150 metres of a primary or secondary school in Australia.

The wider industry will also offer its full creative support to the OOH industry to create efficacious and meaningful campaigns that will reach the targeted audience.

Annual meetings will also be held with key industry stakeholders and health promotion experts to assess the implementation and efficacy of the restrictions and the educational programs.

When asked why the policy is only coming into effect now, OMA CEO Charmaine Moldrich told B&T: “One of the things that our board always talks about is we know that it’s a privilege that we’re in the public space. And therefore, we need to be mindful of prevailing community standards for our part in a better world.

“We need to have our finger on the pulse of what the community is thinking and feeling. And given the growing concern about overweight and obesity in Australia, particularly in children, one of the things that we talked about was how can we actually make a difference to that.

“We’ve been talking to governments about it. We’ve been talking to health bodies about it, and we’ve been talking about it in our boardroom. We decided that we would lead the way, and we have previously in this way, by adding a placement policy for alcohol.

“It’s completely voluntary. It’s us offering something that is a guideline that we say we will adhere to.”

On whether she thinks advertisers will have a hard time getting on board, Moldrich said: “I don’t know yet. I think in principle, you’d have to be living in some sort of cult not to know that this is an issue that really affects all of us.

“And it’s an issue not just affects all of us in terms of how you’re feeling about your own personal health, but in terms of how much money taxpayers money goes into the health budget, to deal with the issue of problems of us not being as well as we could be as humans, not moving enough, and eating too much processed food.

“This is why I think this policy is really interesting. And we really thought about how it needs to be proportional. Because generally, these products are legal for sale. So we’re not trying to in any way shaming anyone. Advertisers are still able to advertise in other places, it’s just within this area. It’s proportionate to the problem we’re facing.”

The OMA has consulted with the Australian Food & Grocery Council (AFGC), the Australian Association of National Advertisers (AANA), the Cancer Council, Diabetes Australia and the Heart Foundation on the new policy.

John Broome, CEO of the AANA said: “Advocating high ethical and professional standards across Australia’s marketing community is at the centre of the AANA’s work and we support the outdoor industry’s approach to discretionary food and drink advertising.”

The OOH industry has previously met communicating expectations around the advertising of alcohol, gambling and adult products, and these products are currently not seen within 150m sightline of schools.

The new policy will come to effect on 1 July 2020.

 

 

Please login with linkedin to comment

health and wellbeing policy OMA

Latest News

Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Digitas Creates Its Own Flavour With Data Driven Beer
  • Marketing
  • Media

Digitas Creates Its Own Flavour With Data Driven Beer

Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
  • Marketing

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life

As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]

Enero’s Q1 Revenues Soar 22.6%
  • Advertising
  • Marketing

Enero’s Q1 Revenues Soar 22.6%

B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.

Vevo Launches New App On Fetch TV
  • Marketing
  • Media

Vevo Launches New App On Fetch TV

Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.

Media Chiefs Dissect 10’s Upfronts
  • Media

Media Chiefs Dissect 10’s Upfronts

Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.

by B&T Magazine

B&T Magazine
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
  • Media

Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty

The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
  • Marketing
  • Media

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks

Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising

Metropolitan Commercial Radio Ad Revenue Up 12.7% In September

Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
  • Media
  • Technology

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific

GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]