New restrictions set for advertising aimed at children

New guidelines have been set for advertising aimed at children on free-to-air television in New Zealand.

Broadcasters have agreed to the voluntary restrictions on when ads can be screened for children as well as restrictions on food advertising.

ThinkTV, a group that represents the major free-to-air networks in NZ, has updated its restrictions in the revised Getting it Right For Children booklet.

The Herald outlines the restrictions as including: 

– No advertising in pre-school television programming times;

– limited advertising in school-age children’s television programming times, with a maximum of 10 minutes per hour, plus two minutes of appropriately classified station promotions; and

– advertising must be clearly recognisable as such and not part of the editorial content of children’s programmes.

New rules have also been put in place for spin-off products, repetition, competition and sponsorship and ads for food and drink during children’s programming must be approved by a classification system before it can be screened.

However Green MP Sue Kedgley believes the voluntary restrictions favour the advertisers rather than the children.

“If the industry group was serious about protecting kids from advertising they would not allow advertising at all during school-age television programming times,” she said.

“The method used by ThinkTV to verify a particular food or beverage aimed at children allows the industry to ignore the expertise of health professionals.

“TV advertisements influence children’s food preferences and often encourage children to consume foods high in sugar and fat.”

Source: Herald

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