Food brands are facing tough new advertising codes in New Zealand

Food and drink brands in New Zealand must adhere to stricter advertising rules following the approval of new advertising codes by the Advertising Standards Authority (ASA).

The codes apply to all advertisements in all media and will come into effect for new advertisements in August and for all advertisements in November this year.

The Children’s and Youth Advertising Code and the food rules from the Advertising Standards Codes will be replaced by the new Food and Beverage Advertising Code and the Children’s Advertising Code.

The Food and Drink Advertising Code prohibits the marketing of occasional food and drink products to children under the age of 16 and restricts the promotion of such products in sponsorship advertisements. This includes brand sponsorship ads related to these products.

Meanwhile, the new Children’s Advertising Code aims to provide clear guidance to ensure that advertisements do not encourage unsafe practices, promote bullying, encourage peer pressure or unhealthy body images, or contain content that is not age appropriate for children.

ASA said the code extends existing restrictions to ensure a high level of social responsibility at all times when advertising to children under 16 across all media platforms.

Hillary Souter, CEO of ASA, said the new codes complement current legislation and provide further safeguards for children and consumers.

“The Code Committee has worked with the ASA throughout the review to ensure that the new Codes are fit for purpose and set high standards of social responsibility for food and drink advertising and advertising to children” , says Souter.