Table 4 Breaches of the Responsible Children’s Marketing Initiative
From: Compliance with children’s television food advertising regulations in Australia
Regulation | Campaign breaches | Number of aired advertisements |
|---|---|---|
“Participants will not advertise food and beverage products to children under 12 in media unless: | Simplot; Bird’s Eye fish fingers | 139 |
1. those products represent healthy dietary choices, consistent with established scientific or Australian government standards | Nestle: Milo cereal | 5 |
Ferrero: Kinder Surprise confectionery | 5 | |
and | Ferrero: Nutella chocolate spread | 3 |
2. the advertising and/or marketing communication activities reference, or are in the context of, a healthy lifestyle, designed to appeal to the intended audience through messaging that encourages: | Fonterra: Mainland Butter Soft | 2 |
Fonterra: Mainland Cracker Cuts | 1 | |
·good dietary habits, consistent with established scientific or government criteria | Kraft: Oreo chocolate biscuits | 1 |
·physical activity” (p 1–2). | Unilever: Street’s Magnum ice cream | 1 |
Participants will not use popular personalities, program characters or licensed characters in advertising primarily directed to children under 12 | Simplot Bird’s Eye: fish fingers animated pirate | 139 |
Participants will commit to not advertising premium offers unless the reference to the premium is merely incidental to the product. | Ferrero Australia: Kinder Surprise | 5 |
TOTAL | 301 |