Advertising Standards breached by Fanta TV advert and App
The ‘Fanta Tastes Like’ campaign saw cartoon characters participating in fun activities such as jumping into a pool of bubbles and riding a roller-coaster.
Fanta said that the campaigns aimed at teenagers aged 15-17 but the Australian Advertising Standards Board ruled that there were parts which were primarily aimed at children.
The board found that the cartoon characters were appealing for children as well and that younger children find teenagers aspirational. It was said that children would enjoy activities like jumping into a pool of bubbles and riding roller-coasters.
Website content was however found to be within the standard.
The complaint was lodged by the Obesity Policy Coalition who believed the advertising campaign was in breach of the ‘Responsible Children’s Marketing Initiative’ which Coca-Cola has signed onto. Companies which sign the initiative agree to only advertise content to children which promotes healthy eating.
The coalition based its complaint on three main reasons provided to the board:
“1. It is a communication directed primarily to children
- Fanta does not represent a healthy dietary choice consistent with established scientific or Australian government standards; and
- It does not promote healthy dietary habits or physical activity.”
In its response to the complaint Coca-Cola said it did not air its commercial during children’s programming.
Furthermore, Coca-Cola also defended itself by saying it did not make any nutritional claims about its Fanta beverage.
Coca-Cola responded to the board’s decision saying:
“Coca-Cola is committed to marketing its products responsibly. This commitment is articulated in our Responsible Marketing Policy. Specifically, we do not design marketing communications in a way that directly appeals to children under 12, nor do we place advertising in media which has more than a 35% audience composed of children. This commitment is also demonstrated by CCSP’s voluntary signature of the AFGC’s RCMI. We are therefore disappointed that the ASB has found that the FANTA Tastes Like television commercial, through its themes, visuals and language, is primarily directed to children. This decision is not reflective of our intention. We respect, however, the decision of the ASB and undertake not to broadcast in the TVC in Australia going forward.”