New food and beverage code for advertising to children

The Australian Association of National Advertisers (AANA) today announced it is releasing a new Food and Beverages Code that will further reduce the opportunity for children to view advertisements promoting unhealthy food and drink products. The new provisions will apply from 1 November 2021.

The AANA says they will do this by harmonising and raising the definition of a child to under 15 years, which aligns with the definition in the Children’s Television standards and also introducing a tougher child audience threshold test.

“Food and non-alcoholic beverage companies will only be able to show advertisements for occasional foods when the proportion of children is 25% or less of the total audience. The threshold is currently 35% or less,” the AANA’s director policy and regulatory affairs, Megan McEwin, said.