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Panpa Bulletin : August 2006
New controls on using ce- lebrities in advertisements aimed at children have been ordered by the New Zealand Advertising Standards Au- thority. In particular, the revised children's and food adver- tising codes ban celebrities being used in ways that un- dermine healthy diets. Such advertisements must take into account the Department of Health's Food and Nutri- tion Guidelines. Advertisers are required to take special care when adver- tising to children, to uphold the role of parents in educat- ing their children and not to mislead about the nutritional value of any food. A child is defined as being under 14 years of age. Foods high in sugar, fat or salt, especially those mar- keted to and/or favoured by children, and intended for occasional treats, should not be portrayed in any way that suggest they are beneficial to health. Advertisements must not encourage children to eat or drink 'treat' foods inappropri- ately or in excess. Special care is called for when advertisements com- municate with younger chil- dren who may lack the ability to comprehend the purpose of advertising and be unable to differentiate between that and non-advertising mes- sages. Children are not to be en- couraged in advertisements to gamble. Advertisements soliciting responses incur- ring a fee to telephone or text should state; "Children ask your parents first", or similar words. All nutrient, nutritional and health claims in advertise- ments should be factual, not misleading, and able to be substantiated. Such claims should be compliant with the requirements of the Food Standards Code. Advertisements should not portray violence, undue ag- gression, or menacing or horrific elements likely to disturb children. Anti-social behaviour, like vindictiveness and bullying, should not be encouraged in advertising. Children in advertisements should not behave in a so- cially unacceptable manner, unless the purpose of the ad- vertisement is to discourage such behaviour. Another guideline about social responsibility says ad- vertisements should not sug- gest to children any feeling of inferiority or lack of social acceptance for not having the advertised product. Nor should children be urged in advertisements to ask their parents, guardians or caregiv- ers to buy particular products for them. The changes come from a review conducted by a panel of experts and initiated by the ASA last year. Nearly 50 sub- missions were received. ASA executive director Hilary Souter said that the ASA would be providing advertisers with information and would con- duct a 'how to' seminar to give them practical advice on how to adhere to the code. nZ tightens controls on advertising to children NEWS By Jack Beverley With his announcement of an "aggressive gear change", News Limited chairman and chief exec- utive John Hartigan has signalled an all-out push by Australia's biggest publisher, not just in the provision of online services and already beefed-up video content, but also in "digital space right across our business". News Limited, which has lagged behind competing media groups in some of the booming online areas, is making a big new invest- ment - more than $10 million according to one source - aimed at capturing a major slice of the increasingly competitive market by forming a new division, News Digital Media. The division will absorb News Interactive, which runs the web- sites of News Limited's publi- cations, carsguide.com.au, ca- reerone com au, and the new search site, truelocal.com.au, as well as its non-newspaper sites, such as its 50 per cent stake in re- alestate.com.au and the wholely- owned online arm of Fox Sports. To run the News Digital Media, Hartigan has appointed British BSkyB's Australian-born opera- tions chief, 41-year-old Richard Freudenstein, the fifth CEO ap- pointment made by a major Aus- tralian online player in recent weeks. Simultaneous with its media re- lease heralding Freudenstein's ar- rival in October, News announced in a separate release the resigna- tion of News Interactive manag- ing director Nic Jones - "to pursue other interests". News Interactive chief operat- ing officer Nick Leeder, who was recruited from Fairfax, will do the same job in the new entity under Freudenstein. "The creation of News Digital Media and Richard's appointment signals an aggressive gear change for News Limited," said Hartigan. "We see numerous opportuni- ties to repackage and repurpose our quality journalism for new platforms and to develop new content and commercial sites. "Richard is one of the most highly regarded executives in our industry. At Sky in the UK, he has helped transform the business into a broadcasting powerhouse which in recent years has achieved its ambitious growth targets and become highly profitable. "Part of this success has been due to Richard's ability to identify opportunities and develop them into viable business. He will bring strong strategic thinking and ne- gotiating skills to our new digital business unit." Hartigan said the appointment was a significant addition to the senior management team at News Limited and "part of a much bigger investment digital opera- tions so that they can become as successful as our market leading print businesses". In an interview with The Aus- tralian's Michael Sainsbury, Freu- denstein said one of the things he had learned in London was how consumer behaviour is changing. "People want to consume me- dia however they want, whenever they want and a media company that doesn't adapt to that is go- ing to fail. I am very excited about the challenges that lie ahead," he said. In thanking Nic Jones for his work at News Interactive over the past two and a half years, Harti- gan said he had brought skills and experience of the digital world into News Limited at a time when its online business was immature and in need of strategic focus. He had overseen organicgrowth of News Interactive, including an increase in employee numbers from 70 to more than 300. He had also acquired the local directory business, truelocal.com.au. No limit on News’ digital push Richard Freudenstein august 2006 PANPA bULLETIN | 7