Industry Resources

Responsible advertising & marketing to children

The Australian food industry knows the community is concerned about the advertising of discretionary foods to children. It has implemented two codes of practice to demonstrate industry responsiveness to these consumer issues. The two self-regulatory initiatives managed by AFGC that specifically address food and beverage advertising to children are:

  • Responsible Children’s Marketing Initiative (RCMI), which covers products found in retail outlets
  • Quick Service Restaurant Initiative for Responsible Advertising and Marketing to Children (QSRI), which covers food sold in quick service restaurants.

These initiatives aim to:

  • Reduce advertising and marketing to children for food and drinks that are not healthier choices.
  • Use advertising and marketing to children promote healthy eating and lifestyles to children.
  • Provide parents with a means to raise concerns about advertising to children.
  • Companies that have signed up to the initiatives commit to:
    –  Only advertising healthier choices to children and encouraging a healthy lifestyle through good diet and physical activity
    –  Not paying for or seeking product placement television programs, editorial content or interactive games aimed at children,
    unless the product is a healthier choice.
    –  Not advertising and marketing to children in Australian schools unless they are asked to by those schools.

Download a copy of the RCMI and QSRI.

As of 1 June 2019 all food and beverage advertising and marketing to children must comply with the codes outlined in these initiatives.

View a webinar produced by the AFGC, and presented by Fiona Jolly, Ad Standards CEO, on what the codes are and how to comply.

Member Action Plans

Under the relevant Australian Association of National Advertisers (AANA) and AFGC Advertising Codes, advertisers develop Company Action Plans communicating how they will meet the Core Principles of the RCMI or QSRI. AFGC member action plans are here:



Complaints Process

The RCMI and QSRI are supported by a public and independent complaints program managed by Ad Standards.  Any member of the community who has a concern regarding advertising can lodge a complaint with Ad Standards.

Compliance & Activity Reports

AFGC manages the RCMI and QSRI in line with the Australian Competition and Consumer Commission’s Guidelines for developing effective voluntary industry codes on conduct. This includes regular monitoring of compliance with the initiatives, the effectiveness of the initiatives in achieving their objectives and the commissioning of independent reviews.

Please contact the AFGC for copies of previous years’ reports.

Who To Contact

Kim TonnetRegulatory Manager, Scientific and Technical

Email Kim Tonnet ►