ASA Launches New code

9 June 2010

The Advertising Standards Authority (ASA), the organisation responsible for regulating advertising in New Zealand, has announced the launch of its Children’s Code for Advertising Food.

The new code is intended to provide clear guidance to advertising agencies, marketers and consumers on food advertising with strong appeal to children.

It requires advertisers to take special care with this kind of advertising, to uphold the role of parents in educating their children to have a balanced diet, and not to mislead about the nutritional value of any food.

The introduction of the new code, and corresponding changes to the Code for Advertising to Children and Code for Advertising Food, follows a 12 month review undertake by the ASA with input from the Food Standards Australia New Zealand, the New Zealand Nutrition Foundation, the Cancer Society, the Ministry of Health, the Green Party, McDonalds Restaurants New Zealand Ltd, and the Marketing Department of the University of Otago

"The Code specifies, and enforces, the high degree of responsibility the public expect of advertising agencies and marketers toward children" said ASA Executive Director Hilary Souter.

• Other changes include:
  1. Not promoting inactive or unhealthy lifestyles
     
  2. Not undermining the importance of consuming a variety of foods
     
  3. Taking care not to mislead about foods low in sugar or fat regarding energy content or health benefits
     

  The full report, including the revised codes, is available on the ASA's website.

  The enforcement date for the new code has yet to be finalised but we expect it to be phased in during the final quarter of 2010.

  CAB does not expected it to have a major impact on television advertising targeted specifically at children as it does not go as far as the television industry's own voluntary rules for advertising to children but it will impact advertising aimed at the household shopper. In practice, all food advertising will now be expected to meet a higher standard of social responsibility.

  ASA's 2009 annual report

  2 June 2010

  The Advertising Standards Authority (ASA) has finally released its report for the year ending 31 December 2009.

  This report details the industry watchdog's activities and working processes plus contains details of the key decisions taken by the Complaints Board.

  Click here to view the report