The review panel, led by Sir Bruce Robertson, has completed its review of the Advertising Standards Authority children’s codes and recommended tighter restrictions in some areas.
Katherine Rich, chief executive of the industry’s representative body, the FGC, says food and grocery manufacturers recognise the need to protect children and will support the final Advertising Standards Authority codes.
“FGC is also working on a new industry advertising pledge under which our members will make overtly clear that they agree to abide by the revised codes.
“This pledge will be a further part of industry’s response to the government’s childhood obesity plan.”
The current code of practice includes a number of common-sense advertising restrictions, such as not encouraging children to eat too much or showing portion sizes that are too big.
It also prohibits using well-known characters to promote food in such a way so as to undermine a healthy diet.
Advertisements for foods high in sugar should not claim to be “low fat” or “fat free”, which could mislead consumers to believe the food is low in energy or beneficial to health.
“Many people may not appreciate how the entire advertising environment in New Zealand has changed dramatically over the past few decades,” said Rich.
Gone are the days of the Milky Bar Kid, Cookie Bear or Crunchie Bar campaigns that aired during children’s TV programming, she added.