Register
Industry Embraces Strict New Rules – One year on from the launch of the AANA Food & Beverages Code
Opinion Piece by Megan McEwin, AANA Director of Policy and Regulatory Affairs
When the AANA Food & Beverages Advertising Code (‘F&B Code’) took effect last November 2021, we knew that we were introducing one of the strictest self-regulatory systems in the world when it comes to food and beverage advertising.
The F&B Code adopted government tests for what is essential healthy food and beverages, the age of a child and appropriate portion sizes. It also aligns with the World Health Organisation’s stated aims for regulation of food and drink advertising.
AANA members understood the need for the new rules – society had shifted and the industry had to reflect the concern around advertising of occasional* food and beverages to children.
So far we have found the industry has wholeheartedly embraced the new rules, sought advice, modified their creative copy and double-checked predicted audience data, just as we had hoped they would. Most of the work is being done behind the scenes, with the industry working hard to ensure compliant ads are being placed in compliant spots. This explains the low number of Code breaches to date.
We have also seen industry re-formulation efforts continue, with the F&B Code rewarding healthy, essential food or beverages with the ability to advertise to a wide audience, including children. Indeed, one of the aims of the new Code is to promote essential, everyday food to children.
When we introduced the new F&B Code, we knew that there would be fewer spots on TV, outdoor, radio and digital that could host occasional food and beverage ads, but what may surprise you is just how many community events can no longer happen because of the revised rules. For example, brands can no longer provide chocolate eggs for the local council Easter-egg hunt.
Occasional food or beverage brands can still sponsor sporting teams, but for under 15s teams, sponsorship is restricted to the provision of money and branded gear, with a complete ban on providing occasional food and beverages or vouchers for such food or drinks.
In-store advertising is another space where we are seeing changes with the supermarket chains on board with the new rules.
But where do these rules get us?
With an increasing focus on the perceived link between advertising and obesity, the ad industry is playing their part by demonstrating that it is responsible and capable of regulating itself. Indeed, the industry can play a vital role in promoting healthy food and exercise and we remain committed to working with government to do what we can to support their efforts to tackle obesity.