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The Australian Food and Beverage Industry developed The Responsible Children’s Marketing Initiative to demonstrate its commitment to responsible marketing of foods and beverages to children.
The goal of this initiative is to ensure that a high level of social responsibility in marketing communication and marketing food and beverage products in Australia is maintained. It provides a framework for food and beverage companies to help promote healthy dietary choices and lifestyles to Australian children.
In developing the initiative, the industry has set out clear expectations in the form, spirit and context of advertising to children. It is a transparent process and signatories are required to develop and publish individual company action plans which are subject to monitoring and review processes.
The initiative was developed in collaboration with the AANA as part of the system of advertising and marketing self-regulation in Australia. It is supported by major food and beverage manufacturers, AANA, other industry groups and the Australian Publishers' Bureau. It came into effect from 1 January 2009.
Currently there are 17 companies participating in this initiative. Click here to view company action plans.
For further information on this initiative, please click on the links below.
Core Principles
Marketing Communications and Media
Company Action Plans
Complaints Process
Company Action Plan Reports for 2009
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Industry Codes 
