RCMI Reports

The Responsible Children’s Marketing Initiative (RCMI) was developed by the Australian food and beverage industry in 2008 in response to community concerns about the level of advertising of foods high in energy, fat, sugar and salt to children.

The RCMI was launched in October 2008 and became effective on 1 January 2009. As required by the initiative, signatories have submitted reports on their company action plans and specific steps they have taken to meet their commitment during 2010 (see below).

AFGC 2010 RCMI Compliance Report

The 2010 RCMI Compliance Report is now available. The report includes signatory reported activity and external audit and complaints, adjudicated by the Advertising Standards Bureau.

Download a copy of the new report below:

2010 Food and Beverage Advertising to Children - Activity Report

This Activity Report provides an update and key findings, including:

• A recent review of food and beverage advertising data by AFGC indicates that advertisements for non-core foods (HFSS) that directly targets children makes up a minor proportion of all food and beverage advertisements (just 2.4%).
• The data covered March to May 2010.
• Of the 410 individual food and beverage advertisements, all of which ran multiple times, 160 (39%) were in children’s programs. Of these, just 21% were for non-core foods. When their frequency and nature was taken into consideration, only 10 out of the 33 product advertisements were directly targeting children; representing just 2.4% of all food and beverage advertisements.  This is a positive finding.
• AFGC will continue to monitor the extent of food and beverage advertising to children to measure industry performance and track change over time.

To read the Media Release on Activity Report, click below

2009 Repsonsible Children's Marketing Initiative Interim Report

This report provides an overview of the initiative and its first year of operations and a summary of the Company Action Plan Reports: 

2009 Company Action Plan Reports

Cereal Partners Worldwide  - See combined Nestle CWP report

Core Principles
Signatories
RCMI Reports
Complaints Process
Scope