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ASA to review advertising codes
The Advertising Standards Authority will review its codes for food advertising and advertising to children, the Authority's Executive Director, Glen Wiggs said on Thursday.
Mr Wiggs said the review of the two codes represents part of the advertising industry's commitment under the New Zealand Food Industry Accord.
"Advertising and television advertising in particular, is the subject of regular scrutiny by those seeking reasons for the growth in obesity," he said.
"It is timely to take a look at both codes and make a judgement as to whether they need to be adjusted to meet changing times and circumstances. In particular the proposed changes in the law will allow advertisers to promote the benefits of healthy food.
Mr Wiggs said the codes were last reviewed in 2001.
The codes are two of a number developed by the ASA to ensure that proper advertising standards are maintained. The codes aim to ensure that not only does advertising comply with the law but it is also truthful, not misleading or deceptive and is socially responsible.
The code of Advertising of Food ensures that advertising of food will be conducted in a manner which is socially responsible and does not mislead or deceive the consumer.
The Code of Advertising to Children recognises the special characteristics of the children's audience. It acknowledges that children are entitled to certain rights and protections pursuant to the United Nations Convention on the Rights of the Child.
"It's designed to ensure that advertising to children will be conducted in a manner which is socially responsible and does not mislead or deceive children," said Mr Wiggs. "It recognises that special care needs to be taken in advertising to younger children, particularly those under the age of eight."
The review was welcomed by the Executive Director of the New Zealand Television Broadcasters' Council, Bruce Wallace. He said free television broadcasters were also reviewing their own rules on advertising to children.
Mr Wallace said stringent rules already existed for free television in relation to advertising during children's programmes, including a ban on advertising in programmes for pre-schoolers. Apart from this other requirements include:
A prohibition on excessive repetition of commercials.
Limits on sponsorship.
A requirement that advertising is clearly recognisable as such and not part of editorial content.
Limits on advertising levels.
A requirement that a regular presenter or celebrity does not endorse or promote goods or services within a programme.
A prohibition on the screening of 0900 numbers promoting competitions or games.
Published: Sep 03, 2004
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