The Australian Communications and Media Authority (ACMA) has found that Network 10 Pty Ltd did not comply with the Children’s Television Standards 2005 in October 2006 in relation to an advertisement for Nestle Milo Cereal broadcast during a designated children’s viewing time. ACMA found that in the advertisement for Milo Cereal the reference to the premium offer, a CD ROM, was more than incidental to the main product advertised, the cereal. The licensee submitted that it broadcast the advertisement in good faith based on the existing regulatory principles established by the former Australian Broadcasting Authority (ABA). ACMA has decided not to take enforcement action against the licensee, having regard to the licensee’s reliance on the previous ABA decision.
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