New AANA Food & Beverages Advertising Code.

22 October 2021 | Reading time: 2 minutes

Key takeaways

  • The Australian Association of National Advertisers (AANA) has announced that a new Food and Beverages Advertising Code, together with an accompanying practice note, will take effect on 1 November 2021.
  • The new code aims to lessen the impact and exposure of advertisements promoting occasional food and/or drinks (treats) on children by imposing more stringent requirements on the industry.
  • In order to meet industry standards and reduce the risk of receiving consumer complaints, food and non-alcoholic beverage advertisers should educate their marketing teams on the requirements under the new code.

Quick recap

What is the AANA?
The AANA oversees 4 self-regulatory codes for marketing directed at Australian consumers, including the Food and Beverages Advertising Code. The codes aim to encourage businesses to advertise in accordance with prevailing community standards and consequences for failure to comply include complaints by consumers (or, in some instances, competitors) to Ad Standards.

What is occasional food and drink?
Occasional food and drinks are generally recognised as treats, being energy-dense but nutrient-poor food and drinks that are not necessary for a healthy diet. This may include food and drink such as ice cream, fried food, soft drink and energy drinks.

Overview of key changes

Topic Position under new code and practice note
Definition of ‘child’ A child is any person under 15 years old (previously 14).
Definition of ‘occasional food and beverage products’ An occasional food or beverage product is a food or beverage that does not meet the Australia New Zealand (FSANZ) Nutrient Profiling Scoring Criterion.
Expected average audience Advertisers must not target children when advertising occasional food and drink. The expected proportion of children of the total audience will be significant if greater than 25% (previously 35%). This is 1 of 3 factors in determining whether children have been targeted by advertising.
Sponsorships The new code applies to sponsorship advertising. A sponsorship is defined to include naming rights of events or teams and the inclusion of a brand name and/or logo at an event venue or on uniforms of participants.

Need advice?
The Bespoke team can assist you with meeting your advertising responsibilities, including compliance with the Australian Consumer Law and AANA codes.