The alternative definition we proposed of what constitutes having “particular appeal to children” is a 10-point checklist which is taken from individual examples in the Advertising Standards Authority’s own rulings (but never sadly codified):
1) Tie-ins with films and TV programmes popular with children
2) Cartoons and cartoon-like imagery
3) Child-friendly characters
4) Colourful and exaggerated style
5) Images of children
6) Characters which children aspire to be
7) Music / artists popular with children
8) Simple game play, or games with names appealing to children
9) Downloadable games / ringtones / screensavers
10) ‘childlike’ or child-appealing ad wording
2) Cartoons and cartoon-like imagery
3) Child-friendly characters
4) Colourful and exaggerated style
5) Images of children
6) Characters which children aspire to be
7) Music / artists popular with children
8) Simple game play, or games with names appealing to children
9) Downloadable games / ringtones / screensavers
10) ‘childlike’ or child-appealing ad wording
This checklist is what we would like all advertisers to adhere too, and is a stronger and more transparent definition for parents to understand. In addition, there is a more comprehensive approach that this could be added to, and which is being used or advocated in countries as diverse as Australia, Brazil, Canada, and Chile; and recommended by an emerging consensus of academics and public health professionals.
Essentially, to be approved the HFSS marketing communication must not:
- Be designed in a way that appeals to children.
- Be broadcast or distributed in a place where, or at a time when children are normally reached.
Marketing communications run more risk of being considered at directed at children:
- The more the goods appeal to them.
- The more childlike the content of the communications is.
- The more the place or means of broadcast or distribution is likely to increase the odds of reaching children
Children's Food Campaign: Campaigning for policy changes so that all children can easily eat sustainable and healthy food.
