Popular characters banned from children’s ads

The use of popular characters in TV ads during children’s programmes will be prohibited under changes to children’s television by the Australian Communications and Media Authority.

The ruling, to take effect from January 1st 2010, would apply to ads during C-classified shows, unless the character is part of a toy or game. However animating the character to endorse a commercial product is out. An exemption applies if they are used for a non-commercial campaign such as road safety.

But ACMA’s review of Children’s Television Standards for commercial television did not go as far as some lobby groups wanted in banning junk food ads entirely, re-affirming its long-held position that it is not a health body.

Chairman Chris Chapman said, “The ACMA concludes that the relative contribution of advertising to childhood obesity is difficult to quantify and that a causal relationship between these may not be possible to determine. However, there is currently no consensus in the research that the ACMA is aware of as to whether the association between food advertising and obesity is anything more than the ‘modest’ association identified in the ACMA report that accompanied the release of the draft standards.

“In addition, there is only limited evidence about the benefits of banning food and beverage advertising, as this is an area where research is only beginning to emerge internationally and locally,” Mr Chapman said.

ACMA also noted the ban would impact on advertising revenue without the evidence to back up its effectiveness.

“Without greater confidence that such bans would have a direct and real benefit, the ACMA considers that a general ban would be a blunt regulatory intervention with uncertain results and significant costs to the sector.”

Advertising will continue to be banned during P (preschool) programs.

ACMA is also upholding current quotas on children’s programming while extending morning C band programming to 8:30am weekdays.

“The new standards will now also make it possible for broadcasters to create viewing destinations for children through the introduction of block programming arrangements. This gives licensees the option of broadcasting all C programming in minimum 60 minute periods on at least two days per week to fulfil quota obligations,’ said Mr Chapman.

Source: ACMA