The Australian Association of National Advertisers (AANA) one-year-old Food and Beverages Code has been wholeheartedly embraced, despite causing fewer advertising opportunities.
Launched in November 2021, the AANA Food and Beverages Code reduces the opportunity for children to view advertisements promoting occasional* food or drinks. Aligning with government tests for what is healthy and the World Health Organisation regulation for food and drink advertising.
In an opinion piece, Megan McEwin, AANA director of policy and regulatory affairs, said: "When we introduced the new F&B Code, we knew that there would be fewer spots on TV, outdoor, radio and digital that could host occasional food and beverage ads.
"But what may surprise you is just how many community events can no longer happen because of the revised rules.
"For example, brands can no longer provide chocolate eggs for the local council Easter-egg hunt.
"Occasional food or beverage brands can still sponsor sporting teams, but for under 15s teams, sponsorship is restricted to the provision of money and branded gear, with a complete ban on providing occasional food and beverages or vouchers for such food or drinks.
"In-store advertising is another space where we are seeing changes with the supermarket chains on board with the new rules."
As one of the strictest self-regulatory systems in the world when it comes to food and beverage advertising, the rules have had some backlash such as a claim by the Obesity Policy Coalition that the code is failing to protect children from unhealthy food marketing.
Despite this, McEwin said: "So far we have found the industry has wholeheartedly embraced the new rules, sought advice, modified their creative copy and double-checked predicted audience data, just as we had hoped they would.
"Most of the work is being done behind the scenes, with the industry working hard to ensure compliant ads are being placed in compliant spots. This explains the low number of Code breaches to date.
"We have also seen industry re-formulation efforts continue, with the F&B Code rewarding healthy, essential food or beverages with the ability to advertise to a wide audience, including children. Indeed, one of the aims of the new Code is to promote essential, everyday food to children.
"With an increasing focus on the perceived link between advertising and obesity, the ad industry is playing their part by demonstrating that it is responsible and capable of regulating itself."
*"Occasional food or drink is anything that does not meet the strict Food Standards Australia nutrient profile score.
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