12Advertisements produced for children

12 Advertisements produced for children

(1) This section applies to an advertisement for a product or service for which a significant component of the international audience that will see or hear the advertisement is likely to be children.

(2) The advertisement should, as far as practicable, represent accurately the product or service.

(3) The advertisement should not have the effect of putting undue pressure on children in the international audience to purchase the product or service.

(4) The advertisement should not state or imply that:

(a) the product or service will have the effect of making children who have it or use it superior to other children; or

(b) a person who purchases or provides the product or service is more generous than another person.

(5) If the advertisement makes a representation about a food product, the advertisement should not contain any false or misleading information about the nutritional value of the product.

(6) If the advertisement mentions the price of a product or a service:

(a) the advertisement should, as far as practicable, represent accurately the price; and

(b) the advertisement should not, as far as practicable, qualify the price by words such as ‘only’ or ‘just’.

(7) If the advertisement includes a representation about a product (including toys and games), or a service, the advertisement should not show a person using the product or service in a way that does not fairly indicate the performance that a person of the same age could reasonably obtain from those, or similar, products or services.

(8) If the advertisement includes a representation about an accessory that is required to use an advertised product properly, the advertisement should:

(a) make it clear that the accessory is required; and

(b) differentiate clearly between the price of the product and the price of the accessory.

Note: The following are examples of accessories:

1 A battery.

2 A transformer.

3 Doll’s clothes.

(9) If the advertisement is in the form of a live‑action presentation of a product, the advertisement should make a representation about the size of the product by a reasonably clear reference to something that a child could readily recognise.

Note: The requirements in this section are additional to the requirements in Part 6.