The new Children’s Advertising Code bans the encouragement of unsafe practices such as bullying or promoting an unhealthy body image.
The peak body for Australian advertisers has beefed up a key industry code in an attempt to stop the promotion of hazardous products such as vapes and caffeinated drinks in ads targeted at children.
AANA chief executive Josh Faulks said most advertisers were compliant with the industry body’s codes.“The code is no longer limited to advertising for children’s products and will provide critical protections around any advertising directed at children,” he said. The code, which is set to come into effect in December, also targets influencers, including the rise of “kidfluencers” – children who have gained a considerable online following by creating child-centred content on social media.Faulks said the new code went beyond Australian Consumer Law, recognising the subtle, embedded nature of influencer advertising directed at children.
AANA’s codes are not legally binding and exist as part of industry self-regulation, meaning that instead of government regulation, the industry has agreed to the standards it will meet.People can make complaints about advertisements to the Advertising Standards Bureau where a decision is made by an independent board made up of community members.
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