AANA crackdown on "subtle" influencer activity targeting children
The rules recognise the subtle, embedded nature of influencer advertising directed at children
By Mediaweek AdminPublished Nov 30, 2023
2 min read
A new Children’s Advertising Code, which comes into effect today, will apply stricter rules to all advertising that is directed at children, including influencer activity.
The new code is the result of a public review by the Australian Association of National Advertisers (AANA) which aims to safeguard children from all forms of advertising - particularly emerging areas such as ‘kidfluencers’ and influencer advertising directed at children.
AANA CEO Josh Faulks said the rules aimed to provide "a robust framework for the advertising industry".
"The Code is no longer limited to advertising for children’s products and will provide critical protections around any advertising directed at children,” Faulks said.
"It places a clear ban on directing advertising of hazardous products to children such as vapes, kava or highly caffeinated drinks. It also prohibits the encouragement of unsafe practices, including bullying or promoting unhealthy body image, and the use of sexual appeal or imagery when communicating to children."
"The rules go beyond Australian Consumer Law recognising the subtle, embedded nature of influencer advertising directed at children which research says lowers children’s ability to recognise it as advertising. It must now be immediately clear to a child that they are interacting with advertising content," Faulks said.
See also: AANA dismisses calls to ban food and beverage advertising amid concerns about childhood obesity
The Code complements the AANA’s Food & Beverage Advertising Code which bans the advertising of occasional food and beverages to children. This applies to all advertising, across all media channels at all times of the day.
The new Code was initially announced in August giving the industry three months to prepare and ensure compliance with the rules. The AANA has provided comprehensive training to the industry through an industry-wide webinar, in addition to providing a Practice Note to explain the practical application of the Code.
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