Table 4

Breaches of the Responsible Children’s Marketing Initiative
Regulation Campaign breaches Number of aired advertisements
“Participants will not advertise food and beverage products to children under 12 in media unless: Simplot; Bird’s Eye fish fingers 139
1. those products represent healthy dietary choices, consistent with established scientific or Australian government standards Nestle: Milo cereal 5
Ferrero: Kinder Surprise confectionery 5
and Ferrero: Nutella chocolate spread 3
2. the advertising and/or marketing communication activities reference, or are in the context of, a healthy lifestyle, designed to appeal to the intended audience through messaging that encourages: Fonterra: Mainland Butter Soft 2
Fonterra: Mainland Cracker Cuts 1
·good dietary habits, consistent with established scientific or government criteria Kraft: Oreo chocolate biscuits 1
·physical activity” (p 1–2). Unilever: Street’s Magnum ice cream 1
Participants will not use popular personalities, program characters or licensed characters in advertising primarily directed to children under 12 Simplot Bird’s Eye: fish fingers animated pirate 139
Participants will commit to not advertising premium offers unless the reference to the premium is merely incidental to the product. Ferrero Australia: Kinder Surprise 5

Roberts et al.

Roberts et al. BMC Public Health 2012 12:846   doi:10.1186/1471-2458-12-846

Open Data