Responsible Marketing
Marketing to Children and Obesity
Obesity is a complex issue and marketing restrictions alone will not solve this
multifaceted problem. For instance: Ofcom research shows that advertising has
only a 'modest direct effect' on children's food choices of approximately 2%.
That's why industry is undertaking a wide range of health and wellbeing
initiatives to assist consumers tackle this issue. For example companies are
reformulating products; offering a choice of alternatives that are lower in
fat,
sugar
or
salt; providing clearer nutritional labelling; and promoting the
importance
of a
balanced diet and healthy lifestyle.
Action on Marketing to Children
The food and drink manufacturing industry now operates in one of the most
regulated advertising environments in the world.
A number of tough rules have been introduced:
- February 2007: Ofcom introduced new rules to control the volume and content
of
food and drink TV advertising to children.
- April 2007: new rules for the content of non-broadcast advertising were
published by the Committee of Advertising Practice (CAP), which prevent
the use of
celebrities and licensed characters, promotional offers and health and
nutrition
claims
in food and drink ads directly targeted at under-12s.
The new rules for Children's channels introduced in 2007 allowed for a graduated
phase-in period with full implementation of the restrictions required as from
01
January 2009.
Between July 2007 and June 2008 Ofcom has undertaken a review of the impact of
its restrictions which proved that the existing rules are working and that
children view fewer TV adverts for less healthy foods.
Following a two year review, in March 2010, CAP and BCAP (Broadcast Committee of
Advertising Practice) announced the publication of new updated codes, which come
into effect from 1st September 2010. The Codes were revised to ensure they are
up to date and provide adequate protection to children and young people.
The Codes are now easier to use; there is a single Broadcast advertising code, a
clearer format and greater consistency for CAP and BCAP. CAPs digital remit has
now been extended to cover marketers own marketing communications, (i.e
companies corporate websites). This will now allow the Advertising Standards Authority
to apply the Code to online marketing communications that currently sit outside
their remit. CAP will assess the practicalities of the recommendations, with the
aim of bringing the new remit into effect as soon as possible, later in 2010.
In the meantime, the Department of Health is looking at other areas of
marketing, such as online, packaging and point-of-sale, through its Food and
Drink
Advertising and Promotions Forum. Industry is actively engaged in the work of
this
Forum.
By early 2010 Ofcom is expected to review the restrictions based on full year
data for 2008 and 2009 and to assess the impact of the final phase of the
rules. Ofcom expect to publish the review's findings in summer 2010.
More Information
Last reviewed: 30 Jun 2010