With Easter just around the corner, advertisers are reminded to check their campaigns comply with the new Codes that apply to food and beverage advertising, and advertising to children.
A new blog post from the New Zealand Advertising Standards Authority (ASA) highlights rules to keep in mind for Easter advertising, based on three key codes: the Advertising Standards Code, the Children’s Advertising Code, and the Food and Beverage Advertising Code.
Keep a high standard of social responsibility in mind
While the Advertising Standards Code lays out that all ads must be prepared and placed with a due sense of social responsibility, the new Codes require a high standard for advertising of food and beverage products, and advertising targeting children.
Does your ad appeal to children?
The Children’s Advertising Code mandates a high standard of social responsibility for advertisements targeting children, and extends the definition of a child to under 16 years. This Code is particularly relevant during Easter campaigns when some ads may have high appeal to children.
Ensure your Easter treat ads target an adult audience. The Children’s Advertising Code prohibits advertising of occasional food and beverage products targeted at children. The Complaints Board considers three factors when deciding if an ad targets children:
- Nature and intended purpose: is the product, brand, service or message being advertised likely to be appealing to, popular with, or consumed by children?
- Content of the advertisement: including imagery and use of colours and characters that may appeal to children. As an example, advertisers should take extra care if including images of the Easter bunny in ads.
- Expected average audience: is the expected average audience at the time or place the advertisement appears likely to include a proportion of more than 25% children? Before using advertising channels with a broader reach, such as billboards or bus backs, consider whether your content is appropriate for the diverse audience who may view your ads.
Sweet truths about food and beverage advertising
Easter often involves various food and beverage promotions, so being up to speed with the new Food and Beverage Advertising Code is essential for advertisers. Here are a few key rules to remember:
- Health and well-being: Ensure that advertisements do not promote excessive consumption or unhealthy eating behaviours. Avoid showing portions that exceed appropriate serving sizes.
- Treat foods: Occasional food and beverage advertisements targeting children are prohibited. Ensure that any food promotions aimed at children align with nutritional guidelines and do not encourage unhealthy eating habits.
- Truthful presentation: Advertisements must be truthful, balanced, and not misleading. Do not exaggerate the nutritional benefits of food products or imply that they can replace a healthy diet.
The ASA Food and Beverage Advertising compliance tools provide further information on the new rules for advertisers:
- Quick Guide: Food and Beverage Advertising Code
- Quick Guide: Occasional Food and Beverage Advertising
- Infographic: Occasional Food and Beverage Advertising
- Short & Sweet Video: Food and Beverage Advertising Code
For more information on the Children’s Advertising Code, check out the resources below:
- Quick Guide: Children’s Advertising Code
- Explainer Video: Key changes in the Children’s Advertising Code
- Short & Sweet Video: Children’s Advertising Code
For more detailed training, check out the education page for information on our options for in-house training on the ASA Codes.
