What use is such narrow fast food self-regulation?
Recent complaints dismissed by the ASB highlight the narrow criteria within the
quick service restaurant self-regulation. Several complaints about advertisements by Red Rooster, McDonalds and KFC have been dismissed because the initiative states that to be covered by the regulation, that all three companies have signed up to, ads must be “directed primarily to children”.
The fact that fast food advertisements are shown during Saturday night children’s movies does not matter; as the board notes “the program in which an advertisement is shown is not relevant to the determination of whether or not an advertisement is directed primarily to children”.
This in effect means that children are exposed to regular, recurring advertisements for fast food in shows with large children viewing audiences but because these ads are not “directed primarily to children” they meet the voluntary regulations. In the case of the Red Rooster advertisementshown during Madagascar 2- Escape to Africa the advertiser admits that 33% of the audience was under 18 years old.
You might ask- what use is such a self-regulation?
Read the case report 0091/11 on the Advertising Standards Bureau website.