In recognition of the special care that is required when
advertising to children, ANZA leads a coalition of the advertising industry to
identify, promote and replicate good practice and champion socially responsible
initiatives, which go beyond compliance with industry standards.
Learning to decipher and
critically interpret the range of communications, including marketing
communications, is an intrinsic part of childhood development
Responsible advertising is at the heart of ANZA’s activities.
Whilst we reject campaign group calls for a commercial free childhood we do
strongly believe that advertisers have a special duty of responsibility when
advertising to children. The Advertising Standard Authority’s Codes are a major
contribution to protecting children and helping parents.
presence of digital media in everyday life grows, it more important then it's
ever been for advertisers, parents and the government to work together to equip
children and families with the knowledge of how to avoid unsuitable content.
There are major benefits of advertising, from first-rate
children's programming to unprecedented access to technology, knowledge and
communication tools. However, children need to learn to decipher and critically
interpret the range of communications, including marketing communications,
Advertising Food to Children:
the debate on obesity, a common refrain is that television is awash with
advertising to children. This is far from reality, as New Zealand's
self-regulatory model for advertising works extremely well. The facts are that
there is no advertising allowable during pre-school programming. These outcomes reflect industry’s willingness
to adhere to agreed Codes of Practice, recognising the best interests of our
unfortunate reality of our industry is that fears surrounding advertising food
and beverages to children on television are grossly overplayed. By way of
example, a recent study from the University of Otago claimed that 60% of
preschoolers’ parents are worried about the amount of targeted advertising
their children are exposed to on television. While the research has not been
published, its quality must be questioned, and is done so by Katherine
Rich - Food and Grocery Council CEO. "It would be interesting to know
what questions the parents in the survey were asked, because there is currently
no advertising on television targeting preschoolers.”
So what are the facts?
self-regulatory approach, the “Getting it Right for Children” industry
commitment allows for no advertising pre-school time zones. In fact no
advertising, sponsorship or prize packs are allowed during pre-school
television programming. Advertising in school-age children’s programme
times is also strictly limited. In addition, any foods or beverages
advertised in this zone must be independently approved under a Children’s Food
(CF) classification against nutrient profiling standards.
The result is Nielsen
reported that just 6% of advertising in children’s time zones in 2012, were of
food or beverages. This includes advertisements imbued with positive messages
such as the 5+ a Day campaign and sponsored community safety and activity
So what is the issue?
With the responsible self-regulatory boundaries industry has committed to, ANZA
believe the facts show that industry is taking its community responsibilities
seriously. Regrettably those against advertising to children are prepared to
ignore this reality.
Association of New Zealand Advertisers Inc
PO Box 33 385, Takapuna, Auckland 0622
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+P: 64 9 488 7455