|
Companies participating in the Responsible Children’s Marketing Initiative publicly commit to marketing communications to children under 12 only when it will further the goal of promoting healthy dietary choices and healthy lifestyles.
Each participant is required to develop an individual company action plan that outlines how they will meet the following core principles:
Advertising Messaging
Participants will not advertise food and beverage products to children under 12 in media unless: 1. those products represent healthy dietary choices, consistent with established scientific or
Australian government standards.
AND
2. the advertising and/or marketing communication activities reference, or are in the context of a
healthy lifestyle, designed to appeal to the intended audience through messaging that
encourages:
- good dietary habits, consistent with established scientific or government criteria
- physical activity. Use of Popular Personalities and Licensed Characters
Participants will not use Popular Personalities, program characters or Licensed characters’ in advertising primarily directed to children under 12 unless such advertising complies with the messaging options set out above. This is in addition to the requirements under Children’s Television Standards 2009 covering C and P periods (CTS section 35).
Product Placement
Participants will commit to not paying for or actively seeking to place their food or beverage products in the program/editorial content of any medium primarily directed to children under 12 for the purpose of promoting the sale of those products unless those products are consistent with healthy dietary choices under #1 above.
Use of Products in Interactive Games
Participants will commit that, in any interactive game primarily directed to children under 12 where the company’s food or beverage products are incorporated into the game, the interactive game must incorporate or be consistent with healthy dietary choices under #1 above and healthy lifestyle messaging under #2 above.
Advertising in Schools
Participants will refrain from product-related communications in primary schools, except where specifically requested by, or agreed with, the school administration for educational or informational purposes, or related to healthy lifestyle activities under the supervision of the school administration or appropriate adults.
Use of Premium Offers
Participants will commit to not advertising premium offers unless the reference to the premium is merely incidental to product being advertised in accordance with the AANA codes and in the Children’s Television Standards 2009 (CTS Section 33).
For further information on this initiative, please click on the links below. Core Principles
Signatories
RCMI Reports
Complaints Process
Scope
|
