The AANA Children’s Code applies to all Marketing and Communications which are:
- Directed primarily to children (aged 14 and under) through the use of themes visuals and language
- For goods, services and/or facilities that are targeted towards and have principal appeal to children
The Community Panel have found a number of advertisements don’t meet the definition of advertising directed primarily to children and therefore don’t breach this Section of the Code.
The Community Panel’s view is:
- Advertisements directed to families, rather than primarily to children, will not be considered under this Code.
- Advertisements may have children discussing a product but this does not mean the ad is directed primarily to children.
- While children may want the food or beverage product in the advertisement, if the ad is not directed primarily to children it will not be considered.
- Advertisements for a brand instead of a product will not be considered under this code.
- An advertisement will not be considered advertising for children if the product being advertised is of principal appeal to adults.
- The use of animation in itself does not mean the advertisement is directed primarily to children.
- Advertisements for a brand instead of a product will not be considered under this code.
The Community Panel has recently only found one advertisement to breach this Code:
- Advertising which depicts a premium (free product with purchase) as the main advertised product and which does not adequately explain to children how the product can be obtained will breach this Section of the Code
The Community Panel has also determined some advertisement not to breach this Code:
- Advertising content which is unlikely to encourage unsafe behaviour and is directed primarily to children will usually not be found to breach this Section of the Code.