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The OPC complained that an ad for Streets Paddle Pops breached the Australian Food and Grocery Council’s ‘Responsible Children’s Marketing Initiative’ (RCMI) because Paddle Pop ice creams are not a healthy dietary choice, the advertisement was directed to children and the ad was shown during high rating programs for children, including Junior Masterchef – Disneyland, Home Alone and Home Alone 2.
The advertisement featured children's themes, animation and a voiceover targetted at children.
The OPC complained that a Hog's Breath TV ad breached the Australian Association of National Advertisers' (AANA) Food Code as its content and placement during children's programs was contrary to prevailing community standards on unhealthy food advertising to children, and undermined the importance of healthy diets.
The advertisement featured a young girl and fun imagery and was broadcast during children's programs, including Totally Wild and Saturday Disney. The OPC asked the ASB and AANA to encourage Hog's Breath to become a signatory to the Quick Service Restaurant Initiative for Responsible Advertising and Marketing to Children and to cease advertising to children.
Ads for Kellogg’s products (including K-Time Twist Bars) featured a mother and child eating breakfast, and promoted a two-for-one zoo pass offer. The offer was also promoted on the Kellogg’s website. The OPC complained that the ads and website breached the premium clause of the Australian Food and Grocery Council's Responsible Children's Marketing Initiative because they were dominated by the zoo pass offer.
The Obesity Policy Coalition has launched a new blueprint for regulating junk food advertising to children. The blueprint sets out a plan for federal and state and territory governments to enact legislation to restrict all forms of advertising and promotion of unhealthy food and beverages to children. It specifies how legislation should operate, the types of advertising and promotion that should be restricted, and proposes definitions for key terms and phrases such as ‘unhealthy food’ and ‘directed to children’.
The blueprint has been backed by all leading Australian public health agencies, including the Australian Chronic Disease Prevention Alliance, the Australian Medical Association, and the Coalition on Food Advertising to Children.
See a summary of the proposal here
The OPC complained that the Smarties website breached the RCMI because it was directed primarily to children and because Smarties are not a healthy dietary choice. The brightly-coloured website displays images of Smarties and features a colouring-in competition open only to children aged 3–10. See http://www.smarties-australia.com.au/
The OPC complained that a TV ad and website promoting Donut King’s ‘Ice Age 3 combo’ (iced donut and fruit freeze drink) with a free Ice Age 3 wind-up toy breached the premium and pester power clauses of the AANA Food Code because the ad and website were dominated by promotion of the toy, and encouraged children to pester parents for the toy. The complaint also argued that the ad and website were contrary to prevailing community standards.
The OPC complained that the Chicken Treat TV ad breached the Quick Service Restaurant Initiative for Responsible Advertising and Marketing to Children’ (QSRI) because the ad was directed to children, and the advertised meal did not meet the QSRI nutrition criteria’. The advertisement featured a fun animated chicken promoting two chicken and chips meals for $10.
The OPC complained that the ad breached the RCMI because it was directed primarily to children and Smarties are not a healthy dietary choice. The ad, which featured children having fun while helping artists create Smarties inspired artworks, was intended to appeal to children’s creativity, imagination and sense of fun, and was broadcast during The X Factor, which is watched by very high numbers of children.
The OPC complained that an ad for the Streets Magnum ‘1 in 6’ promotion breached the Australian Food and Grocery Council’s ‘Responsible Children’s Marketing Initiative’ (RCMI) because Magnum ice creams are not a healthy dietary choice, and the ad was shown during high rating programs for children, including Junior Masterchef, Modern Family, Talkin ‘Bout Your Generation and The Simpsons (all among the top ten rating programs for children aged 5-12 years).
The OPC complained that the website and TV ad for the Streets Paddle Pop ‘Lick-a-prize’ promotion breached the AANA Food Code and Children’s Code because they featured a premium (the chance to win prizes), they were likely to mislead children to believe that the products being promoted were the prizes, they encouraged excessive consumption of Paddle Pops, and they created pester power.
See the OPC's complaint about the Paddle Pops website here
See the OPC's complaint about the Paddle Pops TV ad here