Food and beverage brands in New Zealand must adhere to stricter advertising regulations following the adoption of new ad codes by the Advertising Standards Authority (ASA).

The codes will apply to all advertising in all media and will become effective for new advertising in August and for all advertising in November of this year.

The Children and Young People’s Advertising Code and the food rules in the Advertising Standards Codes will be replaced by the new Food and Beverage Advertising Code and the Children’s Advertising Code.

The Food and Beverage Advertising Code prohibits the marketing of occasional food and beverage products to children under 16 years old and limits the advertising of such products in sponsorship ads. This extends to brand sponsorship advertisements associated with these products.

Meanwhile, the new Children’s Advertising Code aims to provide clear guidelines to ensure that advertisements do not encourage unsafe practices, promote bullying, encourage peer pressure or unhealthy body images, or include content that is not age-appropriate for children.

ASA said the code extends existing restrictions to ensure a high level of social responsibility in advertising to children under 16 years of age across all media platforms at all times.

Hillary Souter, chief executive of ASA, said the new codes complement the current legislation and provide further safeguards for children and consumers.

“The Codes Committee has worked with the ASA over the course of the review to ensure the new Codes will be fit for purpose and set high standards of social responsibility for advertising of food and beverage products and advertising to children,” added Souter.