WHAT WE'RE DOING ABOUT ... ADVERTISING TO CHILDREN

The New Zealand beverage industry acknowledges that over-consumption of sugar-sweetened beverages (intended as treats) by anyone, let alone young children, is not a good idea. We also acknowledge that there is still room for our members to do more - including the addition of a ‘responsible use’ message into their marketing and advertising activity.

Our members are taking significant action through innovation, reformulation, labelling and other initiatives to adapt to the changing lifestyles of New Zealanders: more informative packaging, new product sizes, and the introduction of additional low or no kilojoule options.

We strongly believe that parents – where possible – should be in a position to influence what their children eat and drink, and how active they are on a day-to-day basis. And be accountable for that.

NZBC members are committed to providing a range of products that allow responsible parents to help their children make wise and informed choices. It is education and good example that will improve the lifestyle choices of future generations of New Zealanders.

Advertising codes

Voluntary advertising codes have successfully operated for 42 years. All our members abide by the relevant codes: Children's Code for Advertising Food 2010, Code for Advertising of Food, Advertising Code of Ethics and Code for Advertising to Children. We know that claims around the impact of food advertising on children are greatly exaggerated (only four advertisers in the top 30 in this country fit this bill) and we also know that food advertising during children’s programming is far less dominant than imagined (in 2012, just seven per cent of all advertisements were for food and beverage, which included ‘5  a day’ and Weet-Bix Try-athlon).

Furthermore, only 11 of the 3935 complaints received by the ASA in the past five years relate to the Children’s Code for Advertising Food – that’s 0.2%. None was upheld.

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