September 2009     The Australian Communications and Media Authority has released new Children’s Television Standards for commercial television (the standards) following a comprehensive review to ensure their continued relevance and effectiveness.

‘The ACMA has reaffirmed the major decisions included in its draft standards. Critically, Australian children will continue to be uniquely catered for on commercial television through the maintenance of quotas for children’s (C) and preschool children’s (P) programs,’ said Chris Chapman, Chairman of the ACMA.

‘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.

Advertising will continue to be banned during P programs while advertising restrictions during C programs have been strengthened. The use of popular characters in advertising during C programs is now prohibited, unless the popular character is part of a toy or game, or part of a general non-commercial campaign such as road safety.

The ACMA has decided to maintain its initial view not to implement further general restrictions on food and beverage advertising under the new standards.

‘The public debate about advertising of so-called junk food on television, and indeed in other media, has been enlivened and significantly advanced since the ACMA commenced this review. As the ACMA has indicated previously, it is not a health body and must rely on the evidence from the health research sector.

The final version of the Children's Television Standards released today by the Australian Communications and Media Authority (ACMA) has failed to protect our children, according to the Obesity Policy Coalition's senior adviser, Jane Martin.

"The Standards released today ignore the raft of evidence linking junk food advertising to obesity, to the detriment of our children. The Standards are hopelessly inadequate in terms of restricting junk food advertising on TV and the techniques used by advertisers to create pester power. It is time the government stopped pandering to big business and stepped in to protect
children.

"Contrary to ACMA's claims, there is sufficient evidence-based research to justify action in terms of banning junk food advertising in programs popular with children such as Australian Idol and The Simpsons. A recent study found that banning unhealthy food advertising could prevent between one in seven and one in three children from being obese'.

A recent Australian study, which assessed the cost-effectiveness of a range of interventions to reduce obesity in children and adolescents, estimated that the impact of banning unhealthy food advertising on TV would be far greater than any of the other 12 potential inventions modelled in the study.

"A Cancer Council Victoria survey of 800 consumers recently found that 88% were in favour of a total ban of TV junk food advertising at times when children watch TV.

More than 90% called for stronger restrictions to reduce the amount of unhealthy food and drink advertising seen by children.

The survey also found 91% of consumers believe the government should regulate the use of toys and giveaways to market unhealthy food and drink to children - with 55% believing the practice should be stopped completely.  In addition, 91% believe the use of popular personalities or characters should be regulated.

The obligations under the new standards will commence on 1 January 2010, which will provide licensees and other affected industry stakeholders with sufficient opportunity to prepare for significant transitions, particularly in relation to strengthened provisions concerning advertising.

Links:

ACMA

Cancer Council

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